I’m proud to say that I’m not a coffee drinker. Yes, you read that correctly, proud. First and foremost, it saves me money. Second, I don’t mind being ornery in the morning before dealing with my fellow TM Staff members since it gives me an edge. Finally, I like tea. It’s the beverage of the sophisticated. That’s my story and I’m sticking to it. But for those who drink coffee, their world came crashing down when it was announced that Starbucks was changing their logo. Yes, their logo. Not the taste of their coffee or the price of it, but the logo.

So, changing Starbucks logo is a good move for the company, true or false?

I wish there was a third option, a resounding “Who gives a rip?,” but there isn’t. However, based on two factors, I’m going to have to go with FALSE.

My main reasoning for this comes from our very own Dean Duncan Jones. Dean broke the news to the world of Facebook and when I asked him about it online, his reply was a succinct “No, they should keep it the way it is. Their logo and brand is synonymous with great coffee. Why mess up a good thing?” Fortunately, he did expand on that ironclad reasoning and, when asked if it was a cost-savings move, offer up “…they’re making a 600% return on each cup of coffee they sell. Brand recognition and dominance in their market should be a higher priority than printing costs.”

The second bit of reasoning for giving this True or False Friday question a “False” is due to the feedback from their consumers, they hate it.

The irony here is that as much as people dislike it, they’ll continue to drink it. Sales are unlikely to drop because of this and if they do, it won’t be for long. Perhaps the moral of the story here would be “Thousands of birds can drop dead out of the sky, hundreds of fish can be found dead in a lake, flooding and blizzards may be plaguing cities, but don’t mess with our Starbucks!”

Where’s my tea?

One response to “True Or False Friday: New Starbucks Logo Is A Good Move For the Company

Posted by Dwight Zahringer

I disagree, and really don’t care. They got a TON of attention and PR for little cost and more brand awareness. Get people talking = sales. Take a note from Madonna.

Posted on January 7, 2011 at 9:01 am

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