Branding Is Not Everything I recently saw a dangerous meme posted online showing two 16oz coffee cups side by side. Above the plain white cup was a price, $1.00. The other coffee cup was a striking green Starbucks cup with a cost of $3.00; the caption reads, "Branding is Everything." The post implies that the superior Starbucks branding commands a 200% premium in price for the same product. This misconception is common among many business owners. The idea that the Starbucks