I feel like I may be belaboring the Starbucks logo issue a little (first three blog posts starting out are all dedicated to it), but it's such a dopey move...I...I just can't get it all out of my system in a single post.
Starbucks is the paradigm of what happens when you let hubris drive your marketing rather than data, or, heck, plain reason.
Starbucks decided its brand awareness, particularly its logo, was so pervasive in modern society that it could remove its name and product off the logo...letting the image alone serve as its brand identity.
Let's see who Starbucks completely forgot about in this move:
- People who have never heard of Starbucks.
- People who have heard of Starbucks, but never grabbed a cup.
- People who may have tried Starbucks, but aren't regular patrons.
- Patrons who are regulars, but never paid that much attention to the logo.
Who does Starbucks not forget about?
- People categorically obsessed with Starbucks (who probably like the new logo).
And, for all those tired people driving at night on the Interstate? They're probably going to Dunkin' Donuts because what the hell does a big green siren/mermaid tell me about that business? Nothing.
(posted from Starbucks)