Advertising Age Article Abstract
Why Starbucks' Logo Change Doesn't Equate to Brand Change
The Siren Is Evolving to Support a New Growth Agenda, and Rightly So
Today, Starbucks wants to expand its strategic vision to include categories beyond its core coffee, tea and related products, while broadening its distribution channels. It is entirely appropriate to ensure that all marketing platforms, and all communication elements -- including Starbucks' trademarks -- are aligned against this broadened vision. ...