You might think the logo on the side of the cup doesn\u2019t much matter; it\u2019s the quality of the coffee that counts.\u00a0 But you would be wrong. Wake up and smell the marketing.<\/p>\n
If branding wasn\u2019t important why would the coffee giant Starbucks be \u2018refreshing\u2019 its logo in a move which has caused consternation among its customers. Yesterday it announced that it is to drop the words Starbucks and Coffee from its logo \u2013 leaving only the image of the bare-breasted mermaid it calls The Siren. Immediately feedback on its website immediately became over-stimulated in a way which you can\u2019t just put down to too much caffeine.<\/p>\n
When you are spending spend \u00a32 on a latte, drinkers fulminated, you at least want people to know where you got it from.\u00a0\u00a0People are buying much more than a drink. We give a great experience, as the head of Starbucks once put it. If you are selling a brand, as much as a product, you need to keep up with a market that thrives on constant novelty.<\/p>\n
The plan is to broaden the focus of the business to sell other products \u2013 or as their business jargon puts it, they want \u201cthe freedom and flexibility to think beyond coffee\u201d. But there may be hubris in Starbucks imagining that it is now established enough to survive with a wordless logo like Apple or Nike. Its share price fell on the news. The Siren, they should recall, was a mythical creature who lured the sailors of ancient Greeks to their deaths.<\/p>\n","protected":false},"excerpt":{"rendered":"
You might think the logo on the side of the cup doesn\u2019t much matter; it\u2019s the quality of the coffee that counts.\u00a0 But you would be wrong. Wake up and smell the marketing. If branding wasn\u2019t important why would the coffee giant Starbucks be \u2018refreshing\u2019 its logo in a move which has caused consternation among […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39,24,38],"tags":[274],"class_list":["post-3280","post","type-post","status-publish","format-standard","hentry","category-culture","category-food","category-society","tag-brands"],"_links":{"self":[{"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/posts\/3280","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3280"}],"version-history":[{"count":11,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/posts\/3280\/revisions"}],"predecessor-version":[{"id":7431,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=\/wp\/v2\/posts\/3280\/revisions\/7431"}],"wp:attachment":[{"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulvallely.com\/archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}