Blog Archives
Life. Simplified.
All of a sudden, the earth has started to spin too fast. So much going on in the world. We are all overloaded with information and choices. It is not a surprise that brands that simplify our lives are very successful these days. Googles and Apples strive by actually giving their customers less! About a year ago, we talked about “paradox of choice”. The more you give to your customers, the less happy they become. Sounds weird eh? I recently read a great article about this topic and wanted to write a follow up to my previous article. Read the rest of this entry
Alcohol and Starbucks… Success or failure?
I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that it aims to be more than a coffee company. The brand’s little experiment clearly shows that it means it. But I think such a line extension is the wrong way to go. Let me explain why. Read the rest of this entry
GAP’s mistake, Starbucks’ success
Months ago the apparel brand GAP introduced its new logo in stealth mode, which created such a backlash that even the most experienced brand professionals were surprised. Truth to be told, no one was expecting such fury. Eventually, the brand had to take a step back and announce that it will use its old logo. That incident is a prime example of the shifting power in mass communications. No longer corporations could push their message and expect consumers to accept it at face value. Instead, they have to facilitate a two-way dialogue. Only the ones that do seem to succeed these days. Case in point: Starbucks. Read the rest of this entry
