I’ve been thinking about the Starbucks Via marketing…

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Via, originally uploaded by renaissancechambara.

  • What does this mean for Starbucks third space positioning?
  • Does Via devalue the Starbucks brand by saying instant coffee (even expensive instant coffee) is the same as filter or expresso coffee?
  • What happens to Via if Starbucks is less about the flavour and more about the consumer ritual?