The change of Brand identity by Starbucks Management was more than just about losing their identity but also about moving into other categories as I’ve stated previously. Given the word “coffee” was struck out from the new Starbucks logo design, their entire Brand identity changed which completely gave away their new positioning of entering into Other Beverage categories. I will add to that but to reiterate what I said in my previous article, “Starbucks: What’s next?” totally proves my point made in my assessment on what the management’s intentions were for the Brand. More importantly, USA Today‘s article echoes my sentiments but again remember: No one changes anything without a reason. Management doesn’t think about consumers…ONLY Marketers do!
Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East
He can be reached on AskBaaghil.com