to this:
There's not a huge difference, but they feel that by taking away the 'Starbucks Coffee' typing on the logo, they can branch out to other areas. For example in America right now, Starbucks sell hundreds more drinks than we do here in England, not to mention the ice cream, breakfast menu ect, and we in England want to opportunity to be associated with more than just coffee, like America. Another reason they have chosen to rebrand is to keep the brand fresh to the consumers. Starbucks seldom advertise therefore to keep the brand fresh to consumers they occasionally change their image.
When the first ever Starbucks store was opened, it was seen as a relaxing family establishment, which is quite a leap to what it is seen as now; a premium product, associated with TV shows like 'Sex And The City', and blockbuster movies such as 'The Devil Wears Prada', both of which are of extremely high fashion. This sends the message to the target audience that this brand is desirable which is what they want to buy into. This high fashion lifestyle which Starbucks is a part of.
So I just wrote another 2 paragraphs or so and lost it. So i'm going to try and rewrite it :)
Above is the background, but what I want to talk about is the rebranding itself, and how I have been a part of it. My store in Broadgate, Coventry began taking small steps in around March to change everything in the store to reflect the new logo. For example the uniform code became more strict; cropped trousers were no longer allowed, neither were skirts that were any shorter than 4 inches above the knee. This is to toughen the seriousness of the brand, to show the consumers that we are serious about expanding. This more strict dress code came into practise on the day that the paper cups and sleeves with the old logo on were thrown away, and the paper cups and sleeves with the new logo on were served. The Starbucks brand didn't want any warning to the consumers that they were rebranding, they wanted it to be a surprise. Along with the paper cups, we baristas were also issued with new aprons with the new logo on.
In London there are two Starbucks cafes that have been fully refurbished to reflect the new image to the maximum. Everything was new in one day, whereas as I mentioned earlier, other stores are taking smaller steps to gradually get there. In June, my store is set to switch mugs from the big bulky ones to new, more attractive ones with the newer logo. These are the old ones:
I don't have any pictures of the newer mugs, because they're not in store yet, and I cant find any on line. Boohoo. They're basically thinner, more suave mugs with the new logo. I'll post a picture when we get them in in June. After that will come more steps, including changing the massive logo in the window...
Ignore the random man, but you see the light up Starbucks sign in the window? That's going to be changed to the new logo. The menu boards will be changed to reflect the re branding. These are just some of the changes going to be made to this particular store.
It doesn't look much on this photo, but inside that store there is a downstairs with a meeting room. A Starbucks, in the middle of the country, with a big meting room. It only makes sense that all the managers have meetings down there. This is also where the big boys from America (where Starbucks started) come for meetings. I met the second highest man in the company once. I was working and just chatting away to him and didn't even realise who he was! After that I didn't talk to him again, but I did sit in on a meeting about the rebranding. It was basically just about what we think of the new look and what steps we, as a store, are going to take to ensure the new brand image is positively reflected to the customer. Claire, the manager of my store, explained that she intends to make conversation at the tills with each and every customer about the new look of the store. And she did do it, and she encouraged everybody else to do it, just from pure curiosity of what the customers think, because Starbucks is a very consumer- related brand and we care about our customers. Naturally there were some people with negative opinions but all in all the response was good.
This is a book that was given to me by Howard, all the Starbucks workers get one, its basically about Starbucks struggle when the rescission hit and how we, as a company came through it, its a very compelling read. It really inspired me and i learnt just how dedicated Starbucks and everybody who is a part of the company works together to keep company going strong.
Working for Starbucks and being a part of this company is amazing, and seeing it grow and expand by re branding etc. is just as satisfying as working at Cadburys and watching your ideas take form in the hands of professionals. I have learnt a lot about the priorities of Starbucks and whereas most companies are about profit, Starbucks is all about the customer and making sure they have a memorable experience in a positive way.
In London there are two Starbucks cafes that have been fully refurbished to reflect the new image to the maximum. Everything was new in one day, whereas as I mentioned earlier, other stores are taking smaller steps to gradually get there. In June, my store is set to switch mugs from the big bulky ones to new, more attractive ones with the newer logo. These are the old ones:
I don't have any pictures of the newer mugs, because they're not in store yet, and I cant find any on line. Boohoo. They're basically thinner, more suave mugs with the new logo. I'll post a picture when we get them in in June. After that will come more steps, including changing the massive logo in the window...
Ignore the random man, but you see the light up Starbucks sign in the window? That's going to be changed to the new logo. The menu boards will be changed to reflect the re branding. These are just some of the changes going to be made to this particular store.
It doesn't look much on this photo, but inside that store there is a downstairs with a meeting room. A Starbucks, in the middle of the country, with a big meting room. It only makes sense that all the managers have meetings down there. This is also where the big boys from America (where Starbucks started) come for meetings. I met the second highest man in the company once. I was working and just chatting away to him and didn't even realise who he was! After that I didn't talk to him again, but I did sit in on a meeting about the rebranding. It was basically just about what we think of the new look and what steps we, as a store, are going to take to ensure the new brand image is positively reflected to the customer. Claire, the manager of my store, explained that she intends to make conversation at the tills with each and every customer about the new look of the store. And she did do it, and she encouraged everybody else to do it, just from pure curiosity of what the customers think, because Starbucks is a very consumer- related brand and we care about our customers. Naturally there were some people with negative opinions but all in all the response was good.
This is a book that was given to me by Howard, all the Starbucks workers get one, its basically about Starbucks struggle when the rescission hit and how we, as a company came through it, its a very compelling read. It really inspired me and i learnt just how dedicated Starbucks and everybody who is a part of the company works together to keep company going strong.
Working for Starbucks and being a part of this company is amazing, and seeing it grow and expand by re branding etc. is just as satisfying as working at Cadburys and watching your ideas take form in the hands of professionals. I have learnt a lot about the priorities of Starbucks and whereas most companies are about profit, Starbucks is all about the customer and making sure they have a memorable experience in a positive way.
