Early in 2008, our company was in the process of re-casting our marketing efforts.  New logo, new tag-line, updated website, etc.

While discussing our tag-line, I recall mentioning to a colleague that every company I could think of had a tag-line, except Starbucks.  In fact, I also noted that they rarely, if ever, advertise.  I certainly don’t recall ever seeing a Starbucks commercial, in print, on the radio, or elsewhere.  Yet still, look at the business that they have built.

Reflecting back on my comments, I would add that they also rarely engage in special promotions and/or discounting.  Sure they have an occasional event, but they have been limited.  Even during these events, I recall hearing of them word of mouth or through free news coverage.  Still, no commercials.

So I was surprised to read about the company’s announcement that they are going to offer “value pairings”.  To me this makes sense.  Move more product, target value conscience new customers, turn the perishable food inventory.  This makes sense to me.  But remember, I’m a finance guy.  As a Starbucks customer, I wonder if this move slightly tarnishes the brand – one that has been built on premium priced beverages.