Starbucks Poised to Launch 'Soluble' Coffee

Horror of horrors. An instant coffee from Starbucks? Either they have a serious technological advance on their hands or an equity-diluting idea. Time will tell ...

Starbucks will begin testing the soluble coffee -- a term that conjures up images of instant brands such as Folgers, Sanka and Brim -- by selling it in Starbucks cafes as early as next month. It's unclear as yet whether the company will also extend the product to supermarkets, where it already has a presence with ground Starbucks-branded coffee.

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Malcolm Gladwell: What we can learn from spaghetti sauce

"People don't know what they want." Or at least the can't really articulate it. As useful (and engaging) an anecdote on consumer behavior as you are likely to find anywhere. The moral behind this story is why a clear brand architecture is so critical in a brand maximizing its value.



H/T to M. Bergman and the Breakfast 'N' TED group