Senior Vice President of 
and Chief Customer and Commercial Officer
Rebrander beware!
brand management
In case you haven’t noticed over the past few weeks, your Starbucks cup has taken on a new (and slightly less colorful) look. This bold move of changing one of the worlds most recognized logos is all part of effort to rebrand Starbucks, tracing back to its roots of Seattle’s Pike Place Market. In addition to the new design, Starbucks has also begun to serve the Pike Place Roast.
Some argue that Starbucks has a strong enough brand equity that they can afford to experiment, while others have come out in protest to the subtle changes to their morning ritual. Will these new changes take hold among the Starbucks loyalists or are we seeing a slow demise to the treasured franchise as they fight to compete with the low price leaders.
2 Comments on “Rebrander beware!”
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Jerry – WoW….from surviving those monthly meetings in Irvine with “Spill Beer” to jerryswilson.com you have truly walked your talk of branding you my friend.
George Reigelsperger posted on 20/ 08 at 12:00 pmCongrats !!
This is my 1st visit to your site, as your SBUX rebrander beware caught me
Very interesting times…with lots of opportunity
My mentor and close friend is a McDs franchisee….as well as 1 of the 1st investors in SBUX…Our families spent a week last month together fishing in the San Juans where we both have places… fishing was fantastic…great food/wine and conversation…as we are so close to both SBUX/McDs…and all the coffee…noise…we got to open up and talk about the what ifs…very fun.
Continued success…George
Jerry
Greater minds than mine run Starbucks, and adding “fresh roasted” is understandable. But why the change in color? That green was the first thing we’ve grown to recognize?
I’d worry also about changing the artwork. The original had an Aquarius feel to it, which I would think had value to their young base audience.
Interesting.
CARROLL TROSCLAIR posted on 18/ 08 at 11:14 am