by Roger Pynn
Whenever a consumer marketing giant tinkers with its brand, loyalists weigh in.
Starbucks’ change to its logo has set off quite a conversation among both java fanatics and marketing folks.
I’m not particularly a fan of their coffee, so it doesn’t really matter to me. And, I don’t know what consumer research was done, but one thing is for sure … Starbucks is in the coffee business first and foremost and despite an explanation by Founder and CEO Howard Shultz that the company might broaden its retail offerings beyond your morning cup of Joe, one has to wonder whether a logo for a purveyor of coffee ought to contain the word “coffee.”
I loved this comment from a DailyFinance board on AOL:
“I wonder who suckered the Starbucks board into the new logo design. Can you imagine what that cost. When I looked at the logo I wondered if it were advertising a new brand of canned tuna. I hope Starbucks got a money back guarantee on the design concept.
Perhaps the folks at Starbucks should have consulted a few more fans … first.