Starbucks Rebranding - Venti Brand Aspirations, Grande Risk

Starbucks Rebranding - Venti Brand Aspirations, Grande Risk

Starbucks has rebranded with a new logo that drops "Starbucks Coffee" from its mark. The decision to simplify the logo is a strategic move that aims to make Starbucks as iconic as brands like McDonald's and Apple. Unlike these other brands, Starbucks has not invested significantly in brand advertising, but has instead earned recognition through its ubiquitous signage. However, the new logo has a more obscure connection to its name than the logos of other iconic brands, and Starbucks has made a two-step move in one change by dropping both its name and category. While the move makes sense for the brand, it also carries strategic risks that only time will tell if it pays off.

View

More Innovation Resources:

Innovate on Purpose: Innovation Failure: Ignorance or Arrogance?

Good innovators are humble people. Losing your arrogance and embracing your ignorance can open the door to new discoveries and possible innovation opportunities.

View

Use This Template as a Calendar for Innovation

Innovation programs struggle to keep engagement due to lengthy processes, however, adopting a mixed-use format can keep innovation ongoing. Seasonal interests or thematic trends can be used as a template for shorter term innovation campaigns.

View

Strengthening Your Intra- and Inter-Department Partnership – The Welcome Side Effect of Design Thinking

Design thinking can help organizations break down departmental silos and foster strong partnerships between teams by developing trust, shared vocabulary, and tangible artifacts, leading to improved customer experience and bottom line.

View