The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from the logo is blasphemous. And not because Starbucks shouldn’t launch non-coffee products. Starbucks should be thinking of launching non-coffee products. But not with the Starbucks name. They should think like Toyota and launch brands like Lexus, Prius and Scion. Instead, Starbucks seems to be planning line-extensions that will dilute the brand in consumers’ minds. And nothing is worse that a watery cup of Joe.