Starbucks, New Logo New Identity?
Jan 10th, 2011 by evany
We are all acquainted with the Green Giant the proverbial Coffee Machine. When walking down the street and you can’t go a few minutes before seeing that very familiar Siren that we have grown to love. But as the 40th anniversary of this Coffee Company is around the corner it is announced that the familiar logo will be no more.
The main thought that is on everyone’s mind is why. Why would Starbucks adjust it’s brand positioning in the most influential possible via changing its complete image. I was browsing the reactions across the web and found this interesting blog which pinpoints Starbucks strategy behind it’s brand reposition.
The blog is by a guy named Nigel Hollis. He talks about how Starbucks new logo is trying to disassociate itself with the product Coffee. This is mainly because of their desire to expand into other products and services that aren’t solely coffee. An example would be the recent acquisition of Tazo Tea. Nigel does bring up a great point that arose from GAP’s attempt at re branding through logo change. People grew to GAP’s logo so much that they would solely buy products because of the brand itself. In other words the brand added value to the products that were underestimated.
Now what does this say about Starbucks? What will happen to its consumers as it attempts to target a new market or enhance it’s ability to expand into other areas? What will removing coffee as the emphasis for the company have in the long run on its competitive advantage?
All these questions will be answered all we have right now is both the good and bad reactions to such a change but only time will tell if the re-brand will benefit the company.