‘Storm in a coffee cup’ over new nameless Starbucks logo
By ANIThursday, January 6, 2011
NEW YORK - 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.hey 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)
