‘Storm in a coffee cup’ over new nameless Starbucks logoJanuary 6th, 2011 - 4:49 pm ICT by ANI
New York, Jan 6 (ANI): It’s one of the most popular coffee brands in the world, but Starbucks, in an attempt to go beyond coffee, has come up with a new nameless logo - but will it retain its old customers?
Despite suffering from losses in the recent past, Starbucks has bounced back in the game with other branded items such as ice cream and coffee beans and allowing customers to tailor their own drinks.
They are also testing a system for customers to order and pay for coffee by mobile phone.
But will a symbol alone get customers to flock to Starbucks like before?
“Very few brands can go without their name. Starbucks is certainly well known, but it is not Nike,” the New York Daily News quoted David Srere, co-president and CEO of brand strategists Siegel and Gale, as saying.
“If the strategic reason was to broaden beyond coffee, I understand that, but I would not necessarily have dropped the word Starbucks,” he added.
“[The new logo] loses something — it loses the strong identity the company has. Everyone knows the Coke can is red and the wave stands for Coke, but no one would ever think of dropping Coca-Cola from the logo,” agreed Sam Craig, professor of marketing at New York University’s Stern School of Business. (ANI)
- Starbucks Changes Its Logo, Mulls Product Expansion - Jan 06, 2011
- Coke's secret recipe shifted to a new abode - Dec 13, 2011
- Coca-Cola bosses axe 'love-rat' Rooney from new ad campaign - Oct 03, 2010
- Sky drops Wayne Rooney's 'Street Striker' show - Apr 10, 2011
- Coca Cola to roll out special Tendulkar cans - Jul 18, 2011
- Coca-Cola 'secret recipe' cracked, claims radio show - Feb 16, 2011
- Climate change: UN launches online database for businesses - Jan 27, 2012
- New Starbucks logo 'could prove beneficial to company' - Jan 08, 2011
- Infidelity rumours could hit Rooney hard - Sep 07, 2010
- Coca Cola plans to invest $5 billion in India by 2020 (Lead) - Jun 26, 2012
- Coca-Cola sales rise 20 percent in India - Jul 17, 2012
- Coca-Cola is 'Britain's biggest brand' - Mar 13, 2011
- Mexican bottler to build $140 mn plant in Brazil - Dec 07, 2011
- Coke and Pepsi contain alcohol: study - Jun 27, 2012
- Coca Cola drops Rooney from their new ad campaign - Oct 04, 2010
Tags: brand strategists, branded items, co president, coca cola, coffee beans, coffee brands, coffee cup, coke, drinks, gale, mobile phone, new york daily news, new york university, nike, sam craig, school of business, siegel, starbucks, stern school of business, york daily news