This is a photo a friend of mine took recently in Bangkok, Thailand. It's great for so many reasons.

One, it demonstrates what is possible when a brand identity is so recognizable it's almost iconic. In this case the Starbucks green circle and thick white type. Because you've seen it so many times, the actual words are now secondary to the shapes and color. It's the symbol for coffee.

Two, it shows the versatility of the Star Wars brand. It is so universal and has become so iconic that it creates a niche for it's own brand of everything. There are Star Wars toys, apparel, video games, sporting goods, furniture, cookie cutters and poker chips. Even it's own version of Wikipedia, Wookieepedia. All of them leveraging the Star Wars name to create a new kitschy brand. I doubt George Lucas would endorse this brew but is it not a compliment?

Third, it combines two major American exported concepts, movies and capitalism.

May the froth be with you.

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