Thursday, January 6th 2011
Unbranding the Brand
To celebrate their 40th Anniversary, Starbucks have launched an updated brand:
The updated logo will be featured on products starting in March, and the ‘Siren’ will be a bit larger now that the name ‘Starbucks Coffee’ won’t be surrounding it.
At first glance I’m not sure; their long-term plan is to sell non-coffee based groceries and hence they’ve dropped the wording – but is it a word too far?
Posted by Richard on Thursday 6th of January 2011 at 12:22pm
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Why didn’t they just drop the coffee? The artist formerly known as Prince comes to mind. How will new consumers to their products know what to call them?
Posted by Maria on Thursday 6th of January 2011 at 2:04pm