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Old 10th January 2011, 01:22 PM   #1
daveb1
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Default Starbucks to remove starbucks from their cups

tarbucks unveiled its new corporate logo this week, with little uproar from its customers or online fans. The change includes dropping the words "Starbucks" and "coffee" wrapped around the mermaid that graces its stores and coffee cups. Lately it seems that companies have been paying more attention to marketing strategies - particularly social media strategies - than such fundamentals as logo design. That is not true, of course - but for various reasons companies prefer to have their efforts with the former highlighted as opposed to any tweaks to the latter.

Consider the uproar over the changes to the Gap’s logo last year. Simply put it was a failure – within hours of its release, the retailer hinted on its own Facebook page it might be willing to scrap the two-year project in favor of a design submitted by the public. Days later, it announced it would scrap the work of Laird and Partners, the Gap's long-standing design firm, and staying with its old logo. The Gap used crowdsourcing techniques to develop the ill-fated look.

Social Media Loves Starbucks and Vice Versa

Starbucks, by contrast, has taken a more methodical approach to its logo changes. This is only the fourth since the company was created in 1971, according to MarketingWatch and the first since it went public in 1992. Its social media efforts, on the other hand, have been the stuff of marketers’ dreams.

Most recently it began offering its customers free wi-fi on its Digital Network, complete with exclusive and premium content from such providers as Apple, the New York Times, the Wall Street Journal and health publisher Rodale. Not that that company hasn’t had failures: several earlier Internet initiatives have bombed. This time, however, it is upselling to network users. Also, there will be a revenue share between the coffee retailer and its content providers should customers go on to purchase while browsing.

6.5 Million Fans

Starbucks also has 6.5 million fans on Facebook - a number famously used by Vitrue last year as it rolled out its theories on the dollar value of Facebook fans to brands. Starbucks fans. Starbucks fans are worth $3.60, Vitrue found. Starbucks, however, was uncomfortable boiling down its fans to dollars and cents. "We don't view social media as a marketing play," a company spokeswoman said, after the study was first published on AdAge (via MediaBistro). "But rather as a customer engagement channel where we can have real connections with our customers, engage them in the brand and answer their questions… Our engagement allows us to understand their needs, stay top-of-mind in an increasingly competitive retail environment and share interesting news about the company with a captive audience."

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Old 10th January 2011, 09:56 PM   #2
jsingerston
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I for one think that Starbucks is nuts for dropping the name and word coffee from its logo.

To me it seems like marketing 101 not to do this. That logo is not all that recognizable, at least not in my opinion.

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Old 11th January 2011, 02:46 AM   #3
hdm
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Originally Posted by jsingerston View Post
I for one think that Starbucks is nuts for dropping the name and word coffee from its logo.

To me it seems like marketing 101 not to do this. That logo is not all that recognizable, at least not in my opinion.
I must admit that I was baffled by their decision to drop the name and text from their logo, but I guess they must have a reason for doing so.

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Old 11th January 2011, 06:04 AM   #4
Ryuren
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What a very strange decision!
Maybe they believe that their brand is now so powerful it doesn't really matter what they use for a logo?

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Old 12th January 2011, 12:17 AM   #5
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Very strange. I wonder what'll come of it.

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Old 13th January 2011, 02:01 AM   #6
onthego
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That's an interesting move by Starbucks. At least now people will actually take a look at the siren. I'm curious as to if it'll affect them at all. Should they even have bothered?

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Old 13th January 2011, 05:51 AM   #7
Ryuren
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Originally Posted by hyperbolic View Post
Very strange. I wonder what'll come of it.
i know right! I couldn't think of what will happen though
it's true that they have a very strong presence
for example when someone makes a thread called 'starbucks' Everyone will know who they are
The need for a logo relative to the company is still there though, say for example with tourists from small countries..

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