In response to Starbucks new "The Way I See It" Corporate branding campaign, a lot of important and not so important people are starting to weigh in. In a project such as this, public opinion is the obvious target and a hard one to nail. It seems as though they've done a pretty good job of matching their Corporate Identity to their consumer, thereby reinforcing the product purchase and molding an already loyal consumer into a trusted friend. Combined with the in house CD burning program & coffee supplies, I see the next step being the reduction of small coffee houses and the increase of larger, multi-media, multi-faceted footprint stores. Where a couple or a lonely person could go and feel at home. The small Starbucks will always have their place, but the money they would save with single footprint stores would be immense. Or to quote the watered down creative strategy for Nissan Xterra or Acura Coffee + Love - non likeminded people = Starbucks

Click to Open Web Page (Starbuck's Web Leader Line) Now it’s your turn. Here are some recent emails we’ve gotten in response to “The Way I See It” cups. To see the quote that’s being talked about, click on the link. And feel free to send us your own comments. (end) “The Way I See It” Program

I've read several “The Way I See It” messages on cups and so far they have all forwarded a liberal viewpoint. I hope in the future Starbucks chooses to balance these messages with a conservative viewpoint or this loyal Starbucks customer may be looking for another brand to support. --Jeff Frum, Foothill Ranch CA

Thank you for “The Way I See It” campaign. You are such an impressive company for facilitating meaningful conversation in this way. In addition, I am really impressed with the following things that you do: paying $9/hour starting wage, paying benefits to part-time employees, donating money to charity, offering coffee grounds for people's yards. Keep up the socially responsible and empowering behaviors! --Jennifer Gootnick, San Francisco CA

This is a fantastic idea! It’s high time cafes once again become a central site for fundamental conversations concerning the arts, sciences, and politics. I applaud your ingenuity and the intelligence of the contributions, and hope you will find even more ways to further the lively discussions you’ve started. Java forever! --Gray Kochhar-Lindgren, Clinton WA

The way I see it, Starbucks is now pushing ever more than before toward the left and becoming more outspoken. It is making it clearer every day that it is increasingly for the destruction of family values and virtues. I am glad that I now have other choices in coffee shops in my neighborhood so I don’t have to concern myself with supporting Starbucks agenda. Now that Starbucks is declaring itself a moral and political spokesperson, it can get its money from liberals. Signing off, a former Starbucks customer. -- Marty Mallet, North Richland Hills, TX

“The Way I See It” #1 -- Denis Hayes (Read the quote)

I write to praise and thank Starbucks for its leadership by publishing comments regarding important public issues on Starbucks coffee cups. The risk is that Starbucks will alienate customers. The risk is a serious one. So I am all the more supportive of Starbucks (and I am a shareholder) because it is willing to take that risk, to risk damaging itself for the good of us all. That’s leadership. I am proud to be a shareholder.

And you started off with a terrific topic, one that cries out for discussion. Where is the press on this issue? Is it really true that the press is owned by big business that doesn’t want to criticize the Republican betrayal of a classic conservative issue, like deficits? I didn’t want to think so. But if it takes Starbucks printing a message on its cup, then perhaps we really are there. --Tim Bradbury, Seattle WA

The online Q&A with Denis Hayes has mostly good points. But he seems to want to raise taxes, as do all political “liberals” (which is what he seems to be). In my household, I can't just “raise income” in the same way that our out-of-control legislators can capriciously raise our taxes. I have to balance my budget by cutting spending; there is no other option at this point.

Let’s cut spending first and see what happens, eh? Most Americans can’t afford a tax hike, and it’s not fair for the top 20% of income earners to keep paying for the bad habits of the bottom 80%. Regarding healthcare, I believe everyone has to take some financial responsibility for their health – from the beginning. I should not have to pay for a lung transplant for a lifelong smoker, or for healthcare for the same. --Craig Eaton, Seattle WA

I admire Starbucks commitment to the environment, and the corporate responsibility I see in your endeavors. However, to be completely frank, I don’t feel that it is appropriate to have a political opinion regarding the national debt on the side of a Starbucks cup. I buy a Starbucks espresso drink every day – Sunday through Saturday. And I don’t feel that I, as your customer, should have to pay to be given Mr. Hayes’ viewpoint.

No one likes the fact that we have a national debt. However, it must be recognized that the United States has had a national debt since its inception, except for a few years in the early 1800s when Andrew Jackson was president. Sometimes this debt has been quite significant in relation to the economy at that point in history. So it is pure politics for Mr. Hayes to imply that the national debt is being overlooked and unmanaged by the current administration.

You can put opinions on the side of your cups, if you want to. But know that some of your customers do not appreciate unexpected political ploys, such as that from Mr. Hayes. --Brad Nelson, Kennewick WA

For what it’s worth, I do not enjoy reading the new quotes on the side of my coffee. I want to enjoy your product without having Earth Day Network propaganda thrust at me. Please stop putting quotes on your coffee cups. Let’s keep them cups and an advertising vehicle for your product, not a views billboard. --Malachi Salcido, East Wenatchee WA

The comments by Denis Hayes are powerful and right on the money (excuse the bad pun). He is absolutely correct about how the country needs to change course with regard to the tax cuts (reverse them) and spend money on those things that truly support a sustainable and healthy future, such as education. --Charles Sheketoff, Silverton OR

“The Way I See It” #2 -- Aaron Lieberman (Read the quote)

As a mother of three young children, I believe the most important thing for them is to learn from their parents – not to attend preschool and further break family bonds.

I work very hard at home to ensure my children are ready for kindergarten. Kindergarten was created to prepare kids for 1st grade. If children are not prepared for kindergarten, then the parents should be educated instead of sending the kids off to someone else. The problem in America is that parents ship off their kids to let someone else do it.

My kids all learn differently, and if I didn’t teach them I wouldn’t know that. America leans too much on teachers instead of on parents. It’s the parents’ job to teach and the schools to help. Parents are a constant in a child’s life, not teachers. If you want to help, create a program for parents to learn what skills their children need. --Rhonda Brazelton, Oceanside CA

“The Way I See It” #3 -- Al Franken (Read the quote)

As a stockholder since 1993 and an avid Starbucks fan, I was very disappointed to see Starbucks use a quote from Al Franken. Mr. Franken’s political leanings, as well as his attacks on conservatives in general and our President specifically, are offensive. I am disappointed that Starbucks would feature such a biased individual.

I suggest you play it safe and use more moderate individuals and avoid offending dedicated Starbucks fans. I don’t think Starbucks wants to be in a position of promoting political viewpoints. --Deborah Lysek, Claremont CA

“The Way I See It” #14 -- Dr. Louise Leakey (Read the quote)

I continually receive the same cup at my local Starbucks, “The Way I See It” #14, dealing with evolution. While I understand the unfortunate occurrence of scientists regarding this theory as truth, there is great evidence that points to something other than evolution as the beginning of human life.

I take offense to anyone saying that I am related to a monkey, other than the fact that we are both mammals. While I agree that this topic will spark many conversations, the way I see it, we are all given a divine spark, whether one believes this is their soul or consciousness. I choose to believe that I have more purpose in life than to fill an evolutionary void. Though my thoughts may stem from a religious lifestyle, I think that is in all of our best interests to re-evaluate the value of human life. Regardless of religious creed, if intelligent people would realize that they are more than swamp goo that happened by chance, that could have a greater impact on our world than any other scientific discovery. --Noah Metz, Martinez CA

“The Way I See It” #16 – Sue Bird (Read the quote)

What a great thing to do. So I’m lying on the couch, nursing a latte while I nurse a cold, and I see “The Way I See It” on the back of the cup. Thoughtful message, #16. What a great use of cup space instead of corporate propaganda, as is usually applied to containers. Keep it up, and kudos to the people who thought of this and those who implemented it. --Joe Jankauskis, Sycamore IL

“The Way I See It” #20 -- Ken Burns (Read the quote)

I found it interesting – and a sign of the times – that a company is trying to foster freedom of speech while trying to maintain its corporate image and separating itself from possible litigation. That you included this quote by Ken Burns, which seems to advocate controversial speech, while printing a disclaimer that this is not necessarily the opinion of Starbucks is ironic. --Roy Grillo, Los Angeles CA