After (how many years?) of avoiding television advertisting, Starbucks has launched itself into sketchy territory with their first national television commercial. There's a great analysis of their branding misstep on Brand Autopsy which delves into their strange decision. Click to watch the commercials, then let me know what you think.
Caribou coffee, not Starbucks. The cozy ski lodge concept and aqua blue color scheme are very much in tune with the competition, but doesn't really scream Starbucks. Caribou has the leaping deer/reindeer, and Starbucks has the siren. Caribou has aqua, Starbucks has forest green. In essence, we could easily swap out Starbucks logo for Caribou's in their commercials, and the product would translate perfectly for their competition. So, am I missing something here?