Here's a tip to any company that desires to extend its brand in new and unique ways: follow the example of Starbucks.
In conjunction with an announcement that the venti retailer aims to double its U.S. size in the next five years, and ultimately grow to 40,000 locations worldwide (10,000 more than previously planned), Starbucks has announced a strategic partnership with Apple Computer to offer its unique blend of coffee house music on iTunes. Plans are for both parties to split the profits. The mind begins to whirrrrrllllllll, like on a triple shot of espresso, at the cross-promo opportunities.
The lesson's pretty simple. If you're a brand leader, surround yourself with like brand leaders, leverage each other's cachet and explore every potential, logical, profitable extension.
SOURCE: Brand Noise, NOISE
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