Starbucks Via

I love Starbucks, because it, perhaps more than any large company, is doing the kind of strategic branding that I preach – except with Starbucks Via. And some of the things that Via involves runs directly against the grain of Starbucks' very strong strategy.

Firstly, Via involves aggressive marketing. When it came out, I was subject to daily coaxing by cashiers and baristas to buy it, give it a try, give it another try, etc. No other time have Starbucks employees been used so blatantly as salespeople. I think this aggressive selling is unfair to them and is way out of character.

Secondly, Via involves advertisement. Starbucks has never had to rely on advertising, since its stores are in virtually every neighborhood. This was the strategy of exposure they went for, saving huge sums of money by not having to advertise. Suddenly, I'm seeing Starbucks Via commercials on TV. This is also way out of Starbucks' character.

One saving grace is that Via does taste good, and it is convenient. And the Via-selling isn't going to keep me from going to Starbucks, but more choices in this direction will lose me as a customer. They could have marketed Via in a way much more subtle and fitting manner.