Starbucks Rebrands Seattle

1
Starbucks Rebrands Seattles Best

• By Brent Pleasant, Patricia Moon, Brittany Risser

2
Fresh Image

• Old Logo New Logo

Old Tagline New
Tagline Smooth Roasting Since 1970
Great Coffee Everywhere
3
Why the Change?

• Wants to grow into billion dollar business
• Expand to fast food channels, convenience stores,
  and vending machines
• Wants to create an emotional
• brand for consumers
• New universal sign for good coffee
• Create a global identity
• Starbucks has saturated market
• New product to gain market share
• in other venues

4
Reaction to New Logo

• Too generic
• Looks more appropriate for a blood
• donation center
• 68 of 2000 people thought Starbucks should try
  again
• Clean and modern lines does not say coffee
• Old logo had vintage feel, like from mom-and-pop
• Too similar to corporate letterhead of
• Lukoil
• Vodafone

5
Rebranding Failures

• PepsiCo redesigned
• Tropicana packaging
• Looked too much like
• store brand
• Original symbol evoked fresh taste
• McDonalds Arch Deluxe
• Burger with a grown up taste
• Image of sophistication
• Consumers turned off by high price, high calorie
  count and confusing commercials

6
Why It Doesnt Work

• Failure to clarify positioning
• Consumers might become confused
• Consumers emotional attachment to product
• Lack of internal alignment
• Change should be evident throughout organization
• Lack of true change
• Cannot just have new packaging
• Must have goals and objectives to back up
  position

7
Will Rebranding be Successful?

• Launching the product in a fun way
• Street team red capped invaders took over
  Starbucks headquarters
• Placed large red refrigerators in biggest
  markets, Portland and Seattle
• Nothing marked on outside
• Inside contained free cold lattes and
• mochas
• Product hasnt changedonly the
• image they are trying to convey

8
Sources

• http//finance.yahoo.com/family-home/article/10960
  7/seattles-best-coffee-stirs-up-heated-opinions
• http//www.adweek.com/aw/content_display/news/stra
  tegy/e3iec86729e87e7d194aa9af6a2e1cbbc44?pn2
• http//industry.bnet.com/advertising/10006801/new-
  logo-for-seattles-best-coffee-meets-with-hail-of-j
  eers/
• http//www.nytimes.com/2009/02/23/business/media/2
  3adcol.html
• http//www.marketing91.com/brand-failure-mcdonalds
  -arch-deluxe/
• http//www.dontdrinkthekoolaidblog.com/wp-content/
  uploads/2010/05/Big-Red-Fridge.jpg