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« Do We Need a New Spin on Getting Old? | Main | On Authenticity in Older markets »

January 13, 2011

Will Starbuck's Logo Change Turn Out to Be Brilliant Move?

Remember the widespread outrage over the change in the GAP logo a few months back? Changing logos is always a chancy action, the more so for brands that have a strong market presence. Imagine the revolution on Nike's hands if it decided to turn in its iconic swoosh for a "new and improved" geometric graphic stroke.

Last week Starbucks released a new version of its logo. While there were a few murmurs of protests here and there public response has been barely perceptable, either pro or con. Fast Company has an interesting theory on why Starbucks changed its logo and why that action may turn out to be nothing short of a brilliant decision that will accelerate the success of its recently announced plans for a major expansion throughout Asia.

The story highlights the often overlooked though obvious fact that people from different ethnic origins see the world differently -- not an inconsequential fact as the U.S.'s population growth continues to be almost soley from ethnic populations. Check the story out here.

 

January 13, 2011 in Advertising, Behavior, Branding, Marketing |

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