So Starbucks has finally taken the logo plunge. Years after they began to dabble in everything from publishing, ice cream and even furniture – in one brief ill-considered reach – they are trying to officially broaden the brand to, well, anything.
“We’ve allowed (the siren) to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee.” says Howard.
So the obvious model here is Apple which stopped being Apple Computer a few years ago when they successfully became loved for lots of other cool techy things. On the other hand, is Starbucks giving up their core identity? Personally, coffee has replaced sex, ice cream, pets and people as my favorite (and most loyal) companion. I kind of like being reminded that coffee is really at the heart of the brand, even if I’m buying the Starbucks breath mints for my coffee breath. And I don’t mind buying a Harley Davidson T-shirt that says Harley Davidson Motorcylces, in fact that’s kind of why I want the T-shirt.
So, I put it to you loyal readers, what say you? Good move or bad?