Marketing, Motherhood, and Mayhem

Can we handle more Starbucks?

January 19th, 2011 by Deb McLean

My husband loves Starbucks.  I’m not a big coffee drinker but as a marketer, I’m a big fan of the brand.  Our 15 year old daughter loves it as does her friends. Her favorite is a Vanilla Bean Frappuccino with a carmel and chocolate drizzle.  It’s just a yummy, over-priced milk shake.  But, Starbucks has managed to extend their brand and keeping it young helps to guarantee the brand’s longevity.  But, it’s still coffee.

There’s been plenty of buzz about the Starbucks new logo, the first for Starbucks since 1992.  But “coffee” isn’t part of it anymore. 

The logo was changed for a “brand extension” strategy that Starbucks CEO Howard Schultz is endorsing.  In my opinion, at least the next 50 years, the Starbucks brand will always mean “good but kinda expensive coffee”. 

I’m afraid any attempts to expand the brand beyond stuff you’d expect to find in a coffee shop is a waste of time and effort.  But, then again, I thought a Starbucks on every corner was overkill, what do I know?

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