Fion Lee's Blog

After the new logo has been released, I had my first starbucks on friday with my friend.
She ordered the new Cocoa cappuccino, and I had my White Chocolate Mocha. No difference.

We talked about how we didn’t have any particular feelings towards the new logo, neither positive nor negative.
Of course, we would rather no change. Why the change? Is it necessary? Did they change any ingredients to make that perfect cup of coffee? I don’t think so.
They took out the “coffee” from their branding, and leave it with just Starbucks.
They might be just doing brand repositioning but not doing any line extension nor brand extension.

Their coffee tastes the same, and their warm and welcoming staff are still the same.
Another friend of mine ordered Soy milk no foam, but they forgot the soy where she paid for it.
The staff apologized and gave her the “free drink card” for compensation.
She immediately felt satisfied and left the store happily.

I believe its not just the “coffee” that they are selling, but also the quality, the service and the lifestyle that the brand can bring to all its customers! 🙂

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