Mar
9
The latest buzz about Starbucks’ new logo is spreading fast. To celebrate its 40th Anniversary on March 30, Starbucks adopted a minimalist new face : the cropped green siren (without the circle around it and the word “Starbucks Coffee”)
Starbucks dropped the word “coffee” on their logo because they don’t want to be limited to only specializing in coffee. Even though many years of branding efforts had made Starbucks synonymous to “coffee”, the goal of the new logo is to change this perception in consumers’ minds.
Along with the launch of their new logo, Starbucks introduced new product categories. One that I particularly like is their new line of small dessert treats called Starbucks Petites. Based on Canadian Press’ article, Starbucks debuts new logo, products in stores; new products also debut for 40th anniversary, this new line include ‘mini cupcakes and “cake pops,” small sweets on a stick.’ The idea of these desserts being ‘mini’-sized is such a cute temptation that’s hard to resist!
As with any other logo change attempt (i.e. Gap), there will always be a mix of responses.
The Harvards think that the change is a risky move for the company. In the Harvard Business Review article, Starbucks’ New Logo: A Risky Move, they compared Starbucks attempts to diversify to Apple. The main difference between the two is that Apple have stated at the very beginning that they are not just about computers. Their decision to drop the word “computer” is therefore logical. Starbucks, however, gained its popularity solely through coffee. Dropping the word “coffee” therefore, might put consumers’ trust at risk.
My opinions on the new logo? Well, I don’t detest it. But I definitely preferred the old familiar face.
Maybe after so many cups of Starbucks coffee, I have developed an emotional attachment to it.
Mar
3
Are we stuck in the Apple world?
Posted by: ruthirma | March 3, 2011 | Leave a Comment
It is now faster,
lighter,
thinner,
better,
and it comes in white.
If you’re thinking of the new iPad 2, you’re absolutely right.
Just yesterday, Steve Jobs, the CEO of Apple, introduced Apple’s latest product – an improved version of the iPad. Even though the new gadget has yet to make its entrance into the market, people are already planning to buy them once they hit the stores. 
The anticipation of this new iPad 2 felt familiar — last year, before iPhone 4 was on sales, the public were already crazy over it! Has history repeated itself? Is the iPad 2 about to follow the trails of iPhone 4 and have huge line-ups in front of stores on its launching day?
One thing Apple never fail to do is to get people talking about their products. Before class today, I was having a casual conversation with a friend. Guess what? Apart from the American Idol show last night, our conversation mainly revolved around the iPad 2! Surprisingly, the conversation gave us a little bit of insight into Apple’s marketing tactic.
Remember when the first iPod was so big and bulky? Over the years, Apple has successfully came up with new ‘innovations’ to make the iPod faster, lighter, thinner and definitely better. Just compare the first iPod to the latest one — the new iPod touch :
Can u spot the similarities between the evolution of the iPod the iPad? As Apple creates better versions of their products, they get thinner everytime. The Macbook Air is just another example.
I wondered, is this Apple’s marketing strategy?
They start with a less-developed product initially, and then offer better improved versions of it subsequently to attract customers. I feel that it causes consumers to hunger for more and more improvements..
Apple is one of the smartest company ever existed. They have strong marketing strategies that have brought them to where they are today.
As for the new iPad 2, they have decided not to increase the price, so it’s still the same as the first iPad. What an offer! They’re offering us better features with just the same price!
WIth regards to their pricing strategy, I’m guessing that they plan to target the slow adapters, who wait until there is a better deal offered to them before making a move.
Well, it’s here now. The better deal is waiting for you, which one would you choose – the black or the white?
I’d go for the white.
Feb
25
The 8 Laws of Personal Branding
Posted by: ruthirma | February 25, 2011 | Leave a Comment
As Elaine was talking about branding in class yesterday, something she showed on the slide really struck me :
Brand = Trust.
That simple equation somehow attracts me.
I was immediately reminded of a women’s conference I went to just a year ago in my hometown, Jakarta. The speaker (a renowned public speaking coach and author of Talk-inc), Becky Tumewu, was talking about building your personal brand. I think the right term for it is ‘personal branding’.
This idea is relatively new to some. Usually, we associate brands to things or products, but associating people with brands? Well it’s definitely less common. However, Tumewu convinced us that having a strong positive brand image for ourselves will make our lives easier as others can attach certain ‘brands’ or characteristics to us.
According to Becky Tumewu, there are 8 simple but practical laws that we have to follow to build a strong brand image:
1. Law of Leadership – become the most knowledgeable and respected person in your field
2. Law of Specialization – select a specific skill you can excel in and be consistent
3. Law of Personality – create a respectable and credible personality
4. Law of Visibility – be active repeatedly and consistently
5. Law of Distinctiveness– express yourself in a unique way, be someone different
6. Law of Congruence –your public and private behaviour must be consistent (both must be authentic)
7. Law of Persistence – once you have built your personal brand, you must now sustain it; stick with it through thick and thin
8. Law of Goodwill – create a positive interaction with people around you
Concluding Elaine and Becky’s point, for any brand to succeed, it must be able to deliver what it promises. It takes a long time to build trust, but it only takes one incident to break it.
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