Skip to content
Marketing, Technology, Fitness | OnMarketing
  • Home
  • Marketing
  • Technology
  • Fitness
  • About
  • Speaking
  • Contact me
Main Menu

Starbucks: The Coffeewallahs

June 16, 2013November 24, 2020Alok Ranjan
Starbucks logo

Share the post "Starbucks: The Coffeewallahs"

  • Facebook
  • X

A $4 for cup of coffee has turned around the coffee business in the world, and yes it’s Starbucks. The brand has Starbucks logo strived to be the third best place for human beings after their home, and office. Over a period of 40 years, the evolution of the company has seen four logo changes in each decade that started in the year 1987. The first logo was created in the year 1971 in brown, with a mermaid who was bare chest, and reflected the coffee culture of the brand. As the company’s expansion plan gained momentum in the year 1987, a greenish tinge was added to the logo with a morphed form to the mermaid or siren (as mentioned by Howard Schultz). In 1992, the company once again gave the siren a new look with a more stamped version which gelled well with the customers till date. As the brand celebrates its 40th year of formation this spring, a new logo in all green has made stories around the world.

History of Starbucks logo

As Howard Schultz Mentions it: “The new logo is a representation of customers and company’s love for coffee, it establishes relationship with the partners and also develops connection with the customers.”

The company prepares itself to a new beginning, which embraces and respects heritage, and connotes future plans, as Mr. Schultz puts it.

The rave reviews around the logo change for the world’s largest coffee company, has once again brought a similar question that haunts the marketing geeks, why change? When the logo represents a cult which Starbucks has established over four decades, logo change has not been a welcome move among the customers who are devout for the brand. Social media space has been full of negative and a few positive acceptances from around the world. Well, dropping the signature words “Starbucks Coffee” from the logo is being counted as a bad move by the brand as marketers have started to relate it to the disaster which GAP created last October by changing their logo.

As in his book “The Starbucks Experience” Mr. Joseph Michelle points out the strategies which Starbucks use to make it the best brand, Embracing resistance has been the key area for the brand to grow. I believe with this logo change the company is once again embracing resistance but this time it’s from its own favorite consumers.

There has been many iconic brands which have no signature words around the logo such as Nike, Apple, Mercedes, Volkswagen, Shell etc. to name a few and they have made such great impressions on our minds but the outcome of this move by Starbucks would definitely is a matter of discussion for the company, as it tries to sync itself by creating an iconic class for the siren. As Professor John Quelch at Harvard Business School puts it “The brand is now evolving to a point where the coffee association is too confining and restrictive.”

Starbucks Coffee

“We’ve always believed the best days of Starbucks are ahead of us. So we’re excited to share with you where we’re going.” Says Howard Schultz.

As a brand leader in the industry, joins the club of logo changing brands the outcome and strategy of the brand gains momentum as talk of the town. Let’s wish for the best that Starbucks could provide to the industry.

Image Courtesy: Google images

This was originally published on 22 January, 2011 on http://www.alokr.blogspot.com

About Alok Ranjan
Alok Ranjan is recognized among the Top 100 Innovative MarTech Leaders by World Marketing Congress & CMO Asia. He is a Marketing leader, Digital Evangelist, and Marketing Technologist. He enables organizations in transforming their buyer journey by aligning marketing and sales functions to business objectives for maximizing their brand outreach, strengthening thought leadership, and accelerating demand generation.

Email • Twitter • Linkedin • Instagram • 

Share the post "Starbucks: The Coffeewallahs"

  • Facebook
  • X

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook

Like this:

Like Loading...

Related

Posted Under
branding Digital Strategy Latest
Tagged
Branding Coffee Chains marketing Starbucks Coffee Starbucks logo

Post navigation

Branding : The Social Gaming Way
Marketing : Reaching your Consumers

Subscribe to Blog via Email

Enter your email address to subscribe to this blog.

About Me

Alok Ranjan is recognized among the Top 100 Innovative MarTech Leaders by World Marketing Congress & CMO Asia. He is a Marketing leader, Digital Evangelist, and Marketing Technologist. He enables organizations in transforming their buyer journey by aligning marketing and sales functions to business objectives for maximizing their brand outreach, strengthening thought leadership, and accelerating demand generation. 

Recent Comments

  • Alok Ranjan on 7 Deadly Sins of Digital Marketing
  • CATCO on 7 Deadly Sins of Digital Marketing
  • Karolina on Customer loyalty in the digital age
  • Suyash Chopra on Digital Darwinism: Adapting for the Enterprise Success
  • Alok Ranjan on Digital Darwinism: Adapting for the Enterprise Success
  • Popular
  • Comments
  • Tags
Digital Darwinism

Digital Darwinism: Adapting for the Enterprise Success

June 19, 2014

Young Biz Times

Innovation: The Spice of Entrepreneurship

March 28, 2014

Seven Deadly Sins of Digital Marketing

7 Deadly Sins of Digital Marketing

July 1, 2015

SMAC

SMAC: Disruptive Technology Powering Lives, Enabling Enterprises

February 17, 2014

Consumer loyalty in the digital age

Customer loyalty in the digital age

January 9, 2017

Alok Ranjan - 7 Deadly Sins of Digital Marketing

Thanks, glad you liked the blog.

CATCO - 7 Deadly Sins of Digital Marketing

Well worth a read. Got great insights and information from your blog. Thanks.

Karolina - Customer loyalty in the digital age

Hi, That is an interesting article. You also should mention here that it is much much cheaper for companies to…

Suyash Chopra - Digital Darwinism: Adapting for the Enterprise Success

Very much. Technology combined with the digital interventions are changing the way we receive and respond to information. And its…

Alok Ranjan - Digital Darwinism: Adapting for the Enterprise Success

Absolutely, the other day I was at a McDonald's store in Vegas which accepted orders through digital screen. No human…

Africa rising Analytics Big Data Analytics brand Branding branding in digital age Brands and Color Story Brands and logo Bring your own device BYOD Car town Cloud Computing Coffee Chains consumer decision in digital age Consumer strategy Consumers decision journey Coursera Digital Digital Darwinism Digital Marketing Digital Marketing in Africa Digital Marketing Strategy Digital Strategy digital technologies Digital Transformation Disruption disruptive technology Disruptive technology firms Entrepreneur Entrepreneurship Facebook Facebook Timeline fitness Fitness coach Global Sourcing Here on Biz History of Social Media HP ICT in Africa Idea Economy IT Outsourcing IT Service Providers Kickstarter Kodak Kolibree marketing Mobile Communications mobile technology Nexus of Forces Nike Fuel Band Nutrition products Runnersworld Running Services Marketing seven sins of digital marketing Short codes for Marketing SMAC Social Games Social Media Social media for services marketing Social media gaming Social media in Africa Social Media Marketing Social Media Strategy for B2Bs Starbucks Coffee Starbucks logo Tacobell mobile app Tata Mumbai Marathon Technology Yoga handstand

Archives

  • November 2020 (1)
  • January 2017 (1)
  • July 2016 (1)
  • July 2015 (1)
  • December 2014 (1)
  • June 2014 (1)
  • March 2014 (1)
  • February 2014 (2)
  • October 2013 (1)
  • July 2013 (2)
  • June 2013 (9)

Visit blogadda.com to discover Indian blogs

badge

Copyright © 2025 Marketing, Technology, Fitness | OnMarketing.
Proudly powered by WordPress. | Theme: Awaken by ThemezHut.
 

Loading Comments...
 

    %d