“2011: We Mark 40 years and begin the next chapter in our history.”
I’m not a design nerd/wonk. I like good design, dislike bad design, and generally couldn’t bring myself to get to riled up one way or the other when Gap changed their logo.
But I think this is pretty interesting, especially when you read the comments on the CEO’s blog post about the logo update.
“Who’s the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn’t impressed!”
“I am in agreement with Mimi Katz. Removing the Starbucks name off your logo does not make any sense. I have been a big supporter of SBUX since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit and my business manager in tow, but I do not see the logic of your Business Development folks for the removal of the Starbucks name. Free advertisement on every cup, every day. Think about it.”
“I really don’t like the new logo. I used to be able to spot the Starbucks logo from miles away and this one is a little to bland to be spotted. Too mild, too boring and absolutely too useless to be used. Please change your mind.”
Fascinating to read, from a marketing perspective. Just as Starbucks set out to do, they’ve created an emotional experience with their brand, such that people actually feel betrayed (or that’s what I read) by the change, as if a family member announced they were converting or a good friend said they had always hated your haircut but never said anything.
I’m now interested in thinking about other brands that people think have betrayed them, in the course of an update or rebranding. Ideas?
-
lauraglu reblogged this from laurao and added:
Tropicana! Remember? (PS Turn
-
laurao posted this
