| At the Corner of Technology and Culture

Java Jive

Starbucks continues to extend its brand. As well as coffee, cds–including exclusive artist offers–and other accoutrements, the coffee chain has plans to start offering mp3 downloads of music. This follows up their news that they’re getting into the film promotion game.

Is this a natural extension of the Starbucks ‘lifestyle brand’, the way that Japanese companies that market to Japanese consumers have long extended their brands? Or is it just another manifestation of the economy’s desperation around attracting eyeballs and finding ways to market product in an age of niche markets? Both, I guess.

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