Today, brand affiliation gets me talking about coffee. Happens every God given morning: first, I drink the coffee; then, I cope and get things done. Never the other way around. Thus, to me, “We proudly serve Starbucks” has deep meaning. Not the way you think, though. Starbucks-affiliated brands use this slogan… with much pride, it seems. (*smile) So, it’s driven me to question the actual power of corporate identity togetherness.