Tuesday, May 25, 2010

Like it? Get Used to it!

I'm always fascinated by how others handle rebranding projects. It's been especially fun to watch how a mega company like Starbucks is launching the rebranding of "Seattle's Best Coffee" and the controversy the new logo has whipped up. 

A lot of feedback came from a Seattle Times poll which was at best, a superficial "do you like this" runoff. 73% of respondents clicked the "they should try again" button. The Times did a disservice by focusing solely on the logo. Starbucks launched a whole new identity for this brand, not just a logo. 

When you look at the logo out of context, it's easy to say "I don't like it" or "it's too cold." But then look at it on a cup. Imagine that cup in people's hands and it has "across the room" or "across the street" appeal. It becomes something very different. And then you can see how they thought this through.

If Starbucks wanted to differentiate the "Seattle's Best" brand from themselves, they did a good job. It's opposite of Starbucks green. It may not be warm and friendly, but that's not what you expect from the fast food drive through. It's clean and modern, and it's headed to a Burger King near you. That's part of Starbucks' plan for world dominance.

From AMC theaters to Burger King, Starbucks plans to roll out Seattle's Best in over 30,000 locations. Like it or not, it looks like we're about to see a whole lot more of the red cup.

Copyright 2010, Bremmer & Goris Communications, Inc.

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