Brand promise and differentiation

AP reports, in "Seattle-Area Coffee Shops Show Some Skin," that some Seattle coffee shops are taking on Hooters-like tendencies to differentiate their store from all the other coffee shops in the Seattle region--which is the home of Starbucks.

Barista Valerie Stults is seen in the window of The Sweet Spot Cafe drive-through espresso stand, Tuesday, Jan. 23, 2007, in Shoreline, Wash. The business is one of many in the Seattle area that seek to perk up coffee sales with scantily-clad servers and special costume-themed days. (AP Photo/Ted S. Warren)