Hey, thanks for the post -- interesting reading. One point I'd like to make: "Dropping the Starbucks name from their logo will only serve to confuse consumers who are not as familiar with the company and thus the target of a company trying to broaden its product line." I think starbucks target isn't people who are unfamiliar with the company. It seems like they're trying to engage with their existing customers in new ways (duetto, via, the interaction on their website). Who isn't familiar with Starbucks? I never drink their coffee and still know them inside out. getting the >1% of America who isn't familiar with starbucks because they've been living under a mammoth boulder for the last 15 years seems like a lost cause.