Friday, April 25, 2008
I have always been a fan of Starbucks and its approach to branding and marketing. In recent times, however they are getting grief for expanding their business into areas that haven't panned-out too well for them.
OK, fine... every company goes through this kind of thing but when I recently heard that Starbucks was introducing a new/old logo as a way to 'invigorate' the brand, I was very disappointed. Starbucks has worked very hard at developing its following and the logo has built-up an extreme amount of equity. To change it is to show a lack of respect to that hard work and value that exists within their very well known identity.
Maybe this is what happens when public companies are expected to have growth every year or else your stock plummets. Every now and then a company is going to plateau for a while but that doesn't mean the brand is in trouble or there isn't still a solid, profitable business. When executives are forced to show growth every quarter they end up making decisions that are not in the best interests of their brands or customers - they make decisions to satisfy Wall St.... and then you end up with things like 'retro logos.'
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