MediaPost Publications wins our “Worst Headline Ever” award for using both “doorway” and “worldwide synergies”. This thing reads like a Dilbert cartoon because it's clearly still 1997.

After a concentrated period of regrouping and refocusing, Starbucks is on the move — and its expansion of Via Ready Brew in the U.S. and other markets is a pivotal component of a worldwide push to leverage synergies across business segments, channels and media platforms.

It's still early in the game for Via, introduced last September, but the new line's roles within that global game plan as a revenue stream, door-opener and template for ongoing brand expansion is becoming increasingly visible.

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