The branding world is in an uproar over whether Starbucks’ move to eliminate the typography from its logo is a wise decision. Frankly, most of us aren’t in the position to formulate an educated opinion on the subject, or better said, any opinion we pose would be superficial since no one can tell for sure the rationale behind its strategy.
Companies generally opt to refresh or change their brand when there are sound reasons to do so such as when the company wants to do the following:
- Communicate a change.
- Respond to an internal or external crisis.
- ncorporate new categories under an umbrella that did not formerly fit within its brand.
All 3 scenarios , in my opinion, surround Starbucks’ decision.
First, Starbucks’ aggressive expansion policy resulted in the brand losing credibility, and a brand makeover may help the consumer perceive the change.
Second, the brand and the concept behind it are in crisis; Starbucks still stands for your corner coffee shop, an extension of your life where the rest of the community congregates, but its become impersonal, contradicting that basic principle.In addition, there is also a need to communicate change during this identity crisis.
Lastly, Starbucks’ position as a brand of exclusive coffees has worn out and the company is involved in isolated pilot testing to expand its menu of teas and incorporate alcoholic drinks.
That’s why that opining on Starbucks’ decision would be premature, and would prefer to wait and see, and not speculate any further.
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