They released a short video (a minute and a half), where Howard Schultz, the founder, explains the reason behind the change. There are two really interesting points he raises:
• Starbucks has changed in the last 24 years
• The new logo gives them 'the flexibility to think beyond coffee'.
Take a look...
Change
As a business, if you experience some kind of 'change', then you should take a look at your brand. Whether that change is good (business growth) or bad (the impact of competitors), your business needs to respond. You need to show your audience that you are responding to the 'change', and importantly, what that means to them.
Flexibility
Your brand is a strategic business tool. It exists for one purpose only, to help your business succeed. Starbucks know the values that people associate with their product (coffee, and the experience related to drinking it), and recognise that there's an opportunity to extend the range of products they offer, under the Starbucks brand. So they have developed the logo to give them the flexibility to apply it to non-coffee related products. Which gives them the opportunity to increase their revenue.
So take a look at your business and ask yourself:
• Have your experienced change over the last few years?
• Has your brand responded to that change?
• What are the values your customers associate with your product or service?
• Are there other products or services you could apply those values to?
If you would like to have a chat about the answers to these questions, call us on 01392 248107 or email jonathan@alderandalder.co.uk
