Starbucks Really Gets It

I wish I had bought stock in Starbucks. They really understand branding.

Standing and waiting for my coffee today, I noticed their application for employment. It included the usual questions. It also asked (approximately):

1) What do you like about coffee?
2) Have you ever been in a Starbucks before?
3) Describe the experience.

You see, it's not like McDonald's or 7-Eleven. It's about an experience. And you have to understand and appreciate that experience to create it. They get it.

Integrated marketing ... all the way down to the job application.