Thinking about Brands and Logos
I was at Starbucks today having a coffee.
The company has done an amazing job in Shanghai over the past few years. I remember, only a few short years ago, almost no one was in there. Chinese people didn’t drink that much coffee in those days. Now, there are more Starbucks stores than ever and they are “packed”. If a place is “packed” it means that it’s really crowded and no room for more people.
I noticed today that they did something interesting. They changed their famous logo. It isn’t a huge change but it doesn’t say “Starbucks Coffee” anymore. It actually doesn’t say anything. It’s just a picture. I’m very curious to see how it will do in the future because the “brand” is so much a part of the company. Most people don’t know the difference between good coffee and bad coffee. They do know that “Starbucks” is somehow “cool” and it’s good enough to make people want it. I read that the logo change was so that the company can “diversify”. That means they can start to sell more than just coffee. They already sell tea and some snacks. Some investors think it is a good idea for this change and other investors think that it’s too risky and question, “why would someone want to mess with a good thing?” I don’t know enough about it so I’ll just wait and see what happens.
I hope you come here often to learn about business. I’ll make as many, hopefully useful, posts as I can to help you learn business English.
I’m also starting another blog for improving spoken English.
Check it out. I really think it will help you improve.