As a brand man through and through, I have to comment on the new branding for Starbucks.
So, i’ll nail my colours to the mast and say, that I like it. I like what they’ve done and I like their thinking, but i’ll show why and what the risks are.
1. I like it
It’s an evolution. You can see from this graphic that it is the fourth major variant since they started 40 years ago, but none have thrown away the heritage, just moved them along to reflect their current needs. That’s good thinking and good branding.
They clearly cut down the number of lines they run, when they dropped spices and tea from the logo to concentrate on coffee. Well, that worked didn’t it. they are a global phenomonem that some may find addictive.
2. It allows them to go into new product areas
This is where the risk lies. Most brand owners think their brands are very stretchy and can work on anything, but very few can in reality. being known for one thing doesn’t make you cool or credible in another. Look at what happened to Porsche when they introduced the more affordable 924 (that they are apparently considering again!).
I can see them doing spices, some cooking products yes, but hardware for cooking, no. Beer, no. Wine, no. Ice cream, yes. Sweets, maybe. Beyond that, i’d be very doubtful it would have any real brand power.
I’ll watch to see what products they are trying, so if you see any before me, feel free to send them across.