What Was Starbucks Thinking!?!


I’m not a big fan of the new Starbucks Via instant coffee.  Howard Schulz, the company’s chairman and CEO, has recently spoken about “getting back to the basics” of the company, and not wanting to dilute the Starbucks coffee experience and brand equity… then here comes Via?  Sure, Via is made with a unique process that helps to deliver a good quality instant coffee — but it’s still an instant coffee!  This doesn’t exactly remind me of the Italian espresso bars that were the inspiration for Starbucks in the first place.  I’d expect this to come from Nescafe, the leader in instant coffee worldwide (and pretty good stuff).  Please take my poll! http://polls.linkedin.com/p/60516/jyqtd

Starbucks Via: Brand Equity Builder?

Starbucks Via: Brand Equity Builder?

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