Promotion
Logo updates vs Logo changes
As as a coffee addict, I’ve been following the conversation on the new Starbucks logo, and have been doing a quick study on logo designs in general. Many have commented on the logo, particularly on the removal of the brand name. As with any changes, many wanted no part of it and called for the old logo to return.
Due to the timing, many have been predicting the fate of the new Starbuck logo based on recent memory of Gap’s logo disaster. Many are already planning the going-away of this new Starbuck logo. However, I would say that is unlikely.
There is updating the logo for relevance. There there is changing the logo. The Gap incident was closer to the latter. Gap walked away from using blue as the fundamental look and feel to white. The little blue box in the now defunct new Gap logo was a nod to the original design, but it remained to be too far of a departure.
Some argued that the level of outcry depends on the level of brand loyalty. I have no doubt that there is great truth in this argument. However, one can’t possibly assert that a brand with high consumer loyalty can never updating their logo. Many brands have done so successfully. Pepsi for example. Per the New Coke experiment, we all know how loyal cola drinkers are. Nevertheless, Pepsi was able roll out their logo successfully, despite the always present dissenting opinion of a few. Pepsi’s logo an update of the old, and not a drastic departure in design.
Considering that the siren remained to be the hero of the new Starbucks logo, and despite going one-tone, Starbucks chose to stay with the iconic green that’s be in market since 1987. I think this logo will thrive. However, this logo update, along with those done in the past, does teach us a few more lessons on logo and branding. Stay tuned.
Photo Credit: Starbucks logos via Starbucks.com. Gap logos via cnn.com. Pepsi logos via bevreview.com ®/™ Trademarks owned by Starbucks Corporation, Gap, Inc, and Pepsi, Inc respectively.
Related articles
- Starbucks changes corporate logo (marketwatch.com)
- Farewell to an old friend: The Starbucks cup of coffee. (thebrandbuilder.wordpress.com)
- New Starbucks Logo (lifeasacynic.blogspot.com)
- New Starbucks logo: Bring on the haters (money.cnn.com)
America’s Sweethearts selling products
Okay, one of my guilty pleasures are reality TV shows. Of which, one of my favorites is the Dallas Cowboy Cheerleaders. I think it’s fun to see the trials and tribulations these girls have to go through trying to make the team. I’ve watched the show since its first seasons, and it’s fun to see my girls from the first season now a veteran dancing superstar now.
Another interesting evolution that I’ve observed is how the DCC organization has leveraged this show. The first season was reality shows in its purest form. It was really about making the team. Then, as the years progress, the process of making the team is reprioritized and slowing the show evolved to a celebration of the organization. It’s a necessary evolution, because how many times can you watch the same critiques “you’re not dancing right” year after year. Another change I’ve observed is how the DCC organization has leveraged this show for product placement.
A few seasons ago, they fit in quite seamlessly a lot of airtime around physical training. This lead to a brand extension into exercise videos. The videos got some prominent mentions throughout the show. This year, the show highlighted more than ever life as a cheerleader after making the team. They celebrated these girls as brand ambassadors. They celebrated these girls as dancers. They celebrated these girls as performers. They celebrated these girls as athletes. They celebrated these girls as models.
Noting that the show airs during football season, it was the ideal time to showcase the cheerleaders as models. Why? They have a calendar! This season dedicated a fair amount of airtime toward the making of the swimsuit calendar. Well, the year is ending, and a new year is about to begin. We all buy calendars, why not buy one featuring these America’s Sweethearts you’ve seen on TV and have grown to adore?
Ahh, product placement, made-to-order TV shows, show sponsorships, etc. are not the future of TV advertising. They are indeed the present.
Photo credit: Matthew Blake
Related articles
- A Timeline of Product Placement in Film and TV (clicker.com)
VIA has arrived!
I have long been a fan of Starbucks. I like the coffee. I like the baked goods. I like the vibe at this “third place.” I like the convenience. I am a Starbucks snob to the point where I pride myself in knowing their lingo. “A grande PSL with soy no whip, please.”
However, I was not a big fan of VIA when it first launched, mainly because I had expected so much more from Starbucks. I had only a so-so experience with the launch promotion. Moreover, I saw so much potential with VIA than what Starbucks presented at the time.
A year later, VIA has finally lived up to my expectations, and it has been exciting to see the evolution of this brand.
They launched Iced VIA over the summer. This product filled a natural white space in coffee drinkers needs. We want ice coffee, but it’s a hassle to brew it hot only to cool it down. So, I totally saw this launch coming, and only wondered why it didn’t come sooner.
Last weekend, flavored VIA was launched. Delish! This launch exceeded my expectation. It filled yet another white space. Before, if I wanted flavored instant coffee, the only options were those of the creamy varieties. I’m lactose intolerant, so I’m not a fan of anything that’s creamy. In addition, I actually like the flavor of coffee, and I don’t want too much cream to mask it. Flavored VIA was the perfect solution. It still tastes like coffee, but with a little something extra. Completely delicious. An amazing fat free treat (for those of us who view yummy coffee as a soul-warming treat).
Execution of this launch was also flawless. Plenty of products at stores to make sure you know that flavored VIA has arrived. Free samples at store to allow you to taste the yummy deliciousness for yourself. Big displays in store to highlight the varieties.
As I’m writing this post, I’m drinking a Pumpkin Spice Latte made with soy milk and without whip cream (for those who don’t speak Starbucks lingo), sampling a cinnamon spice VIA, bringing home a pack of caramel VIA, and just generally soaking in the Starbucks vibe.
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeanne lives in NYC. 
