Tuesday, April 12, 2011

Starbucks - a unique and well crafted positioning in the world of coffee

The Scale of Starbucks
[Source: Online MBA]


  1. Hi Linda (I love the 'new look' for the blog, by the way!)

    It seems an impossibility that Starbucks is 40 years old. Whilst it is certainly part of the global landscape it stills seems very recent that it burst onto the scene with its 'third place', and changed our relationship with coffee forever (mind you, this probably says more about me and my perception of time than it does about Starbucks longevity!).

    I really like what they have done with their logo, removing the company name. Starbucks branding is so strong it certainly no longer needs the name of the company as part of its logo. The 'sea nymph' device and corporate colour are unique and differentiated, and provide sufficient recognition without further reinforcement - in the same way that Apple, Shell, Mercedes, etc rely on their brand mark.

    Another interesting thing is the comment Howard Schultz made about how removing the 'coffee' word from the logo "gives the company the freedom and flexibility to think beyond just coffee". Starbucks will need to be very careful about the directions it chooses to extend the brand, based upon a very clear understanding about what the core values of the brand are.

    Keep up the wonderful blog!

  2. Thank you so much David. It is great to have you as a reader and commenter!