Brand extension is always a risk. Google dallied with clean energy. Then got out. Given Google, it knew how to enter and exit without too much fall-out.
The stronger the brand, the more the world, ranging from investors to marketing experts, watch. So, there are plenty of folks observing Starbucks's migration from mojo to mellow. After 2 P.M., there's not a whole lot of demand for coffee.
Yesterday, Starbucks announced that is introducing wine, beer, and some appropriate finger food in select locations. You might frame this as the second phase of road-testing the concept.
I deconstruct what I see as smart in this move for the the financial information powerhouse Motley Fool. Here you can read all about it.
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