When Starbucks exploded onto our high streets back in the 1990s it was something novel, exotic and against our British sensibilities, a place to hang out, loosen our ties and soak in those vibes of a new funky, indie coffee shop. At the time we all watched Friends and we wanted a place like Central Perk. It was shiny, sexy and we loved it.
Starbucks seemed to have coined a winning formula and they rolled it out. Oh boy, did they roll it out–everywhere–across 16,120 stores in 49 countries. The green mermaid roundel was seemingly on every street, in every city. What used to be a company that nestled in the happy-huggy brand camp containing Ben & Jerry’s, Whole Foods and Innocent Smoothies had turned into a big green corporate monster and their seemingly successful brand was at the heart of the problem.
Brands, however successful, need constant reviewing, revaluing and reconsidering. Starbucks had taken their then successful brand and steamed on ahead with it without a backwards glance or thought of consequence. But consumer ideas and ideals constantly change and brands are at the mercy of their audience. We’ve been banging on about localisation, ethical values and honesty for years, particularly in the food market and Starbucks should have been all ears. We go to farmers markets, we watch the celeb chefs on telly telling us to buy from our hardworking butcher. We want original, fresh and honest not an identikit consumer experience.
Despite many companies taking this on board, Starbucks woke up and smelt the coffee far too late and have opted to take the rather extreme and incredibly risky measure of removing their brand completely. Currently they are trialling a new coffee shop in Seattle, which has been stripped of any existing branding. Infact, they have gone as far to name it 15TH Ave. Coffee and Tea, the only reference to themselves is the line “Inspired by Starbucks” in smaller text underneath. The interior and feel of the place is that of a typical independent US coffee shop, chalkboards and vintage leather sofas. They even sell beer and have open mic nights.
I think Starbucks have already gone in too far and the cost of this brand back peddling with be far higher than to have implemented a brand rethink when warning bells began ringing. Such is the negativity that has build up towards the brand that it may not even work at all!
One company that seems to have done their homework is Zizzi, a chain of pizza and pasta restaurants. They are currently inviting local artists to work on the interiors with them. Although the guts of the restaurants have been retained like the furniture and the menu, they have tailored each restaurant with specific themes that local people can connect with. And they have actioned this exactly at the right time in their company growth too.
Although food retail is just one industry sector, the same is true for all sectors and brands, big or small, whether they need to reflect the current financial environment, sector specific trends, fashion or politics.
So the moral of the Starbucks story is, if your brand is working well for you then great, but it is best not to rest on laurels and to get the best possible value from it, never take it for granted. Branding is not an ugly word at all. It is the heart of how a company expresses themselves. But the heart is a beating, living thing and so is a brand. A great brand grows with you, adapts and changes when needed to always remain relevant, successful and fresh.
Thumbnail image on previous page via Flickr/adotjjotsmith