Starbucks: the postmodern brand
It simulates an experience of ‘community’ that may be as addictive as the caffeine in a cup of latte.
“Even better than the real thing ” -U2
“This new evolution of the logo … embraces and respects our heritage and at the same time, evolves us to a point where we will feel it’s more suitable for the future. The new interpretation of the logo … gives us the freedom and flexibility to think beyond coffee but make no mistake … we will continue to be the world’s leading purveyor of the highest-quality coffee.”
“Consumers don’t truly believe there’s huge difference between products.”
Forge “emotional ties”
The third place - the place between home and work, where you go to meet your friends or to have your ‘alone time’
“The goal was to add value to commodity typically purchased on supermarket aisles”
“Starbucks is not a trend. We are lifestyle”
Today, it has over 3,000 stores in non-US market, and has around 40,000 employees
feeling deliberately conjured by the brand
Taking bricks-and-mortar store that sells a physical product (a cup of coffee) and converting it into something that can yield a far greater emotional power
With Starbucks, we see how coffee has woven itself into the fabric of people’s lives,
Strategy- emotional leverage
Not two-dimensional world of advertising
three-dimensional world of stores themselves- self-advertising
The experience is that what you can walk into.
Replication Starbucks follow si
Community The Starbucks brand signifies ‘community’
NEW LOGO, NEW STRATEGY?
What do you think about Starbucks coffee without “STARBUCKS COFFEE”?
In 2011 the company redesigned its logo by dropping words STARBUCKS COFFEE and two stars that encircled the logo and enlarged the two-tailed siren; what made the company to change so highly recognizable and successful logo? It must have a valid reason justifying this act!
Well... brand management… does it ring any bell?
A historical shortcut (1):
new evolution of the logo … embraces and respects our heritage and at the same time, evolves us to a point where we will feel it’s more suitable for the future. The new interpretation of the logo … gives us the freedom and flexibility to think beyond coffee but make no mistake … we will continue to be the world’s leading purveyor of the highest-quality coffee.”
It seems that Starbucks made a decision to expand not only geographically but also in the business direction, currently its brand portfolio includes: Starbucks, Tazo – tea brand, Etho Water, Frappuccino. But Starbucks has already started to enter new businesses (e.g. music in collaboration with iTunes), may be soon we will see the famous siren not only at coffee products and mugs but also at apparel, music, grocery products, water, dishes, toys, whatsoever… New logo doesn’t have anything related to the core coffee business and actually may suit business of any type.
Not so far ago Starbucks acquired juice company Evolution fresh Starbucks and in its plans now to roll the juice out in its stores nationwide and to include it in a health-and-wellness retail concept it will debut in early to mid-2012. (2)
Lately Starbucks also announced plans to include wine and beer in the...
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