New Logo for Starbucks

To continue today’s topic of company branding, take a look at Starbucks new logo. Not only did they remove the “Starbucks Coffee” text, but they also reduced the mark to one color.

“Starbucks says the changes amount to more than nips and tucks to its favorite lady. The fresh look goes with a new direction for the company as it makes its way back from its toughest times in its 40-year history.” - MSNBC

As we continue moving forward in this new year, it is no secret that many resolutions involve spending less and saving more, which might include cutting out a $5 cup of coffee each morning.

 
Do you think a fresh look will help Starbucks pull through?

Brand Positioning Workshops

In the best of economies, new initiatives require smart planning and sharp execution. Overcoming stagnant markets, anemic budgets, and desperate competition demands something bigger: You must rewrite the rules.

While airlines contemplate charging you to use restrooms, Southwest Airlines still checks bags for free. Harley Davidson took a stalled counter-culture brand and repackaged it for doctors and lawyers. Both companies write their own rules.

Workshops help you focus your assets, build a game plan, get noticed, and dig out. Here’s where we excel:

• New initiatives – making them customer-optimized and market-ready.
• New brands – doing it right from the start.
• New campaigns – advertising is more complicated and important than ever.
• Positioning – making sure you’re meaningful, credible and different.
• Creating alignment – getting everyone to pull together.
• Customer research – few companies actually take this one critical step.
• Testing – dig into the hearts and minds of your customers, they can tell you how to win.