Recently there was an article in Business Week about how Starbucks is going back to its old logo for a couple of months to try to restore consumer faith in the brand.  I would like to go on record as saying that I predicted a loss of faith the very moment (in 2006, to be exact) I noticed that Starbucks had branched out to serving Egg McMuffin-style breakfast sandwiches as well as coffee and coffee-related items.   I don't know why this bugged me so much, apart from the fact that I really like Starbucks (and we own some of their stock), and I just didn't really like the idea of them trying to do it all.    I was actually thinking about doing a whole top ten list about this, but when I mentioned this to a few people, they were like "hey man--- what do you have against expansion?  Don't you think Starbucks can do it all?  Look at Costco!"

And now – ha!  It turns out I was right.  Not only is Starbucks taking the iffy-looking, microwavable sandwiches off the menu and closing some of the stores they opened in their bull market, mass expansion frenzy, but they're going "back to their mission statement of coffee and community."  I like it when theories I have about the business world end up coming to pass.  And by the way, for the record—"doing everything" is part of Costco's mission, which is why they can sell everyting from dog food to prescription drugs to lawn furniture to diamond engagnement rings and still not be overextending their brand.  They do that on purpose.  And by the way, I am aware of the fact that it's imperative for brands to expand in order to keep businesses vital.  I'm only talking about the rare occasions when they do it in a way that doesn't work, and the product or service starts to call attention to itself by being out of place. 

Anyhow, since I turned out to be right about the 'bucks and their overexpansion, I broke out this list I've been keeping of companies and/ or products that I think have jumped the shark, meaning they've tried to expand too much, and now it's getting a little bit funny.

These are in no particular order, and all happen to be food related, but only because I didn't see anything amusing in recent business news about how, say, Honda is making personal computers.  Believe me, if I'd seen something like that, I'd be all over it.  I did see something in Forbes about Yahoo possibly developing coffee shops, and if that happens, please come back and see me. 

1. Dunkin Donuts adds "healthy" options such as multigrain bagels and lite lattes to their menu, and launches a "healthy" ad campaign featuring Rachel Ray.  Ok, this is just my opinion, but healthy food on the menu or not, I really think the battle is over the minute you've walked inside a Dunkin' Donuts store.  If you want a multigrain bagel and a lite latte, Dunkin' Donuts is NEVER going to be your go-to place.  Sorry.  It's not that I don't admire their initiative, but let's get this thing clear—it's not like you're going to go to a strip club for a scintillating conversation.  I give the "healthy products" portion of the Dunkin' Donuts menu 6 months to a year, and then the junior executive that came up with this marketing strategy is gone.

2. Starbucks – yes, I'm picking on them again, because right after they announced the scale back and return to basics, then they turned around and added smoothies to their menu.  This still smacks of brand confusion to me, and I know that they're still trying "menu expansion" as their strategy to fend off falling profits, but I still think the "back to basics" alone might have been enough.  Plus,  I love this quote from a financial analyst who's covering both Starbucks and Jamba Juice:  "…even if Starbucks rolled out literally the best smoothies available in America, wiping Jamba Juice off the face of the earth and converting every last one of their customers, that would still increase revenue by just 11 percent. And the reality, of course, will be far more modest."

I don't know why, but this hyperbolic language amuses me a little bit.  "Literally the best smoothies in America?  And "Wiping Jamba Juice off the face of the Earth?"  Dude, are we still talking about bananas and fro-yo?    I see his point, though—even if this strategy succeeds, muddling the brand is still going to cost them.  That's my whole point!

3. Carl's Jr. – this one is less of a brand expansion problem (though, I have to admit I am questioning the combination of  Carl's Jr. and the Green Burrito) and more of an "I think this product sounds gross."  Did you know that Carl's is selling a Cap'n Crunch milkshake now?  That doesn't sound delicious OR good for you.  For 740 calories and 35 grams of fat, I'm going to need some chocolate, and I think most of America will agree.   

4. Ice Coffee at McDonald's.   Again, I'm not saying they CAN'T do this—I'm just wondering whether they can really do it well.  Plus, at $1.89, it's not that much cheaper than just getting the ice coffee at Starbucks, where you know it's going to be good.    I do know, however, that I'm not going to go to McDonald's specifically for the ice coffee, so I can say from first-hand experience that they're not re-converting me as a customer from this effort. 

5. Peter Griffin (the overweight dad from Family Guy) in Subway advertisements, promoting their new "Subway Feast."  This is puzzling to me—hasn't Subway built their entire reputation for being a healthy alternative to fast food?  Now they want to claim that they have unhealthy food as well?  It just seems weird that they're trying to have it both ways.  We're keeping you healthy!  We're making you fat!  No—we're keeping you healthy!

See—I like to keep  you guessing.  You come here for the funny, and sometimes  I give you some brand analysis and strategy.  Yeah, I read Business Week, people.  Did you think I could consult for Johnson & Johnson for eight years and not know some stuff about branding?  Internet, you have underestimated me!

I'm posting this list because this is a question I hear all the time, and people seem to want something they can print out and bring with them when they visit.  And hey, who am I to say no?  I have the info.  If you already live here and don't care about this kind of thing, maybe you should go back and revisit some other hilarious lists, like the ever-popular Bad Halloween Candy post from 2006. 

You're planning a trip to Los Angeles—maybe for the weather (almost always nice), the food (plentiful and delicious), or the shopping (don't even get me started).   Thinking it might be nice to see some celebrities in their natural habitats, but don't know where to go?  Don't bother with the Hollywood Walk of Fame, Mann's Chinese Theater, or Star Tours, unless what you want is to see other tourists.   Not that those places aren't fun—they are!   But they're not the place to see Toby Maguire, if that's what you're after.

Here's the deal—if you're planning a trip to Los Angeles, you want to maximize your time hanging out in places where celebrities actually go.

First, though, a few rough guidelines:

1.    Hide the camera.  You want to actually see the celebrities, not have them run away from you.  Having a camera around your neck will make them think you're a paparazzo (or worse, a TOURIST!), which is the quickest method to get them to walk (or run) the other way.

2.    Don't acknowledge them.  There is a little game we like to play in Los Angeles and New York—it's called "ignore the celebrity."  You are too cool to talk to them, anyway!  If you catch Mel Gibson's eye, feel free to smile and nod, but definitely don't ask for an autograph.  That is the surest way to get booted out of a place like The Ivy. 

3.    Dress casually.  Most of these places are "errand running" or "casual eating," so if you're wearing your finest attire, you're probably going to stick out like a sore thumb.  Also, you might be doing a lot of waiting and/ or walking, and you don't want to have on uncomfortable shoes.

Now that we've done the rules, here's the list of the best places in Los Angeles to see celebrities in their natural habitats.  Hands and arms inside the vehicle at all times!

1.    Your first stop should really be Robertson Boulevard, especially the 100 – 200 blocks (North and South).  In a few short blocks, you can find stores like Kitson, Lisa Kline, Madison, Tory Burch, Ghost, Intermix, and Diavolina, and restaurants like The Ivy, Newsroom Café, and Michael Richard Patisserie.  Oh, and about 100 paparazzi, and whoever they're chasing at the moment.  Spotted here (a mere sampling, not a complete list):  Lindsay Lohan, Britney Spears, Tori Spelling, Paris Hilton, Halle Berry, Lauren Conrad, Jessica Alba and many, many more.  Make a day of it!  If you must take celebrity photos, Robertson is probably the best place to do it, since they're already being snapped by the paparazzi.  What's one more camera phone?

Slightly further up the road in West Hollywood (a key city for celeb-spotting), you'll find eateries King's Road Café and Toast, the next two on the list.

2.    King's Road Café, at 8361 Beverly Blvd (right down the street from the Beverly Center).  Excellent chopped chicken salad, frittatas, and coffee.  Spotted:  Famke Janssen, Kirsten Dunst, Jessica Alba, Salma Hayek, Brody Jenner, Jeremy Piven, John Mayer.

3.    Toast Café, at 8221 W Third St. is also an excellent brunch choice, and is absolutely crawling with celebrities, especially at lunchtime on weekdays. Great salad and sandwiches, and they also make a really good cupcake (though don't expect to catch any starlets eating one).  Spotted:  Eva Longoria and Tony Parker, Nicky Hilton, Katie Holmes, Kelis & Nas.

4.    The Chateau Marmont, at 8221 Sunset Blvd, is probably the place where you're most guaranteed to see at least one celebrity.  Hang out on the patio (be sure to order something so you don't look like you're just there for the stars).  Spotted:  everyone!

5.    Coffee Bean & Tea Leaf, at Sunset/ Fairfax Plaza.  Celebrity blogger Perez Hilton made a name for himself sitting at this very location every day, and although he works from an undisclosed location now, he can still be seen here occasionally, as well as everyone else who's "trying to avoid the paparazzi."  Spotted: Lindsay Lohan, Miley Cyrus, Paris Hilton, Carmen Electra, Vanessa Hudgens, too many others to list.

  The quiet town of Santa Monica is also a good place to spot celebrities doing their thing. 

6.    Whole Foods.  If you need groceries while you're in Los Angeles, you might want to get them at the Whole Foods on Wilshire and 18th in Santa Monica.  They have a great selection, and you can maybe also see Meg Ryan, Benjamin Bratt and Talisa Soto, and the guy from Napoleon Dynamite.  I'm just saying.

7.    The Viceroy Hotel, at 1819 Ocean Avenue, has a pool in the back where you can order a club sandwich and hang out.  They also have a good bar and some amazing architecture and interior design.  Remember the Viceroy from Christopher's trip to Los Angeles on the Sopranos?  Spotted:  Kardashian family, Owen Wilson, Katherine McPhee, Orlando Bloom, Mila Kunis. 

I would be remiss if I didn't also mention Brentwood, where celebrities can also be seen doing "Stars Are Just Like Us!" things like shopping and getting coffee. 

8.    The Brentwood Country Mart, at 225 26th Street, is a group of family-friendly stores where moms like Jennifer Garner, Brooke Shields, Marcia Cross, Kate Beckinsale, and Naomi Watts can often be seen.  Incidentally, the BCW also has a rotisserie chicken place called "Reddi Chic" that makes the best chicken and fries basket in the area. 

9.    Didn't get enough celebs at the Brentwood Country Mart?  Head up San Vicente to Bundy and sit at the Starbucks for awhile.  Spotted:  Diane Keaton, Reese Witherspoon, Owen Wilson, Naomi Watts, Jim Belushi, Jennifer Garner and Ben Affleck, Fergie.

If it's Old Hollywood you're after, head up the road a bit to Malibu, where you can almost always find a celebrity or two in one of the following places:

10.    Malibu Country Mart, at 3835 Cross Creek Road, known as the "center of Malibu," has hosted everyone from Steven Spielberg to Mel Gibson, Ali McGraw to Pamela Anderson, Courtney Cox and David Arquette to the entire Baldwin Family.  If that's not enough, they even have a Ben & Jerry's.