Many big brands are sadly only just now realising through Social Media, that they have deeper connections with customers than previously thought.
That, and of course they know that the deeper they (ahem) penetrate their customers hearts and minds, the more money and brand loyalty they get.
Say what you like about my favourite coffee chain, they make a lot of people buy $5 coffee and more every day, and that's only about to get bigger.
As many brands wake up to expanding into experiences, changes are beginning to happen. I'm deeply attached to the 2nd and 3rd gen Starbucks logo. And while I don't want to change, and many fans have been vocal about the change, new customers are joining along with new generations and new options for the brand.
Starbucks ventures into digital networks is just one of may avenues they intend to apply their experiences too, and with large retail sales of coffee and tea merchandise, more will come.
Starbucks chief executive Howard Schultz explained the change as part of Starbucks strategy to expand beyond its core product."Even though we have been, and always will be, a coffee company and retailer, it’s possible we'll have other products with our name on it and no coffee in it,” he said in a statement.Green tea latte here I come.But branding experts are critical of the logo change, likening it to the ill-fated attempt by US clothing chain Gap to change its well-known logo in late 2010. A social media backlash eventually forced Gap to revert to its original logo.
Erminio Putignano, managing director of FutureBrand Australia, says companies need to consider their business culture when creating a logo to avoid having to change it later. “More and more, brand management is about the culture. [It’s about] the people behind the start-up and the staff,” he says.
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