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Rescooped by Curtis Milner from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement?

What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement? | consumer engagement wheel | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.

Via Mike Kirkwood
Curtis Milner's insight:

What is direct marketing? Like any concept direct marketing has many definitions depending on how you as a marketer choses to perceive it. The author sees direct marketing as just that: direct. It's talking to, or with, specific, targeted customers with relevancy, in order to gather customer data to help a company increase its service. Direct marketing can be done using multiple channels from mail to mobile to social media. I think social media has become a very useful channel to use for companies to get a direct response from customers. For me I do use social media as a form of response. Why? It’s easier for me to respond to a newsletter or survey etc. as opposed to responding to it in the mail.  Direct marketing if done right can be very successful for a company as it helps improve customer engagement and customer loyalty.

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Alina Oleinik's comment, May 9, 2013 7:50 PM
According to this article, direct marketing has various definitions depending on whether you are traditional, digitally focused or a multichannel maven. These also differ if you see direct marketing as being about channels or data. Simply put, direct marketing is communicating with a specific target audience in order to gain an instant response. The better you know your market, the higher chance you will have of attaining consumer engagement and gaining loyal customers. Due to the changes in our environment, should direct marketing still be called that? Or is there a more applicable term that suits the process more adequately? I think direct marketing still applies, as long as it continues to encompass the newer channels of communication.
Matthias Röse's comment, September 26, 2013 10:10 AM
The title is well chosen for this article but it does not answer the question. I agree with the author that direct mail doesn’t equal direct marketing – especially through the new media. I think CRM and direct marketing have to work closely together to really start the virtuous cycle the author promises. Both base on good knowledge about the customer and have to contact him so that it might sometimes be hard to tell what is CRM and what is direct marketing. For me direct marketing means finding the individuals within your database that are relevant to the upcoming marketing strategy and contact them directly. Thus direct marketing aims to enhance sales directly while CRMs goal is nowadays direct marketers have to use more channels that might be cheaper, more relevant to the consumer and better suited for delivering the message than direct mail is.
Josh Leuenberger's comment, September 26, 2013 11:18 PM
As @Curtis Milner has outlined in his comment direct marketing is easier in terms that it is easier to respond to a survey or newsletter. That is about you and targeted at you because you are more likely to be interested and give a more honest opinion. Specifically how direct marketing if done right can be very successful for a company as it helps improve customer engagement and customer loyalty. I agree that this is an affective method as the over all goal for a company should be to specifically look into a customer group and target them to purchase your product as it can be cheaper in terms of advertisement wastage.
Rescooped by Curtis Milner from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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12 Brilliant Direct Marketing Pieces You Have to See | Design Shack. Week 8 Direct marketing

12 Brilliant Direct Marketing Pieces You Have to See | Design Shack. Week 8 Direct marketing | consumer engagement wheel | Scoop.it
Reading an article entitled 12 Brilliant Direct Marketing Pieces You Have to See on Design Shack.

Via Mike Kirkwood
Curtis Milner's insight:

Really great read I love how interesting this article appeals to me in different ways, the ideas that some of these companies have come up with to get customers to interact with their postcards or mail are really amazing. But the idea that stood out to me was ADT security system box. The idea is that there’s a flat box that is engineered to pop up into a cube. This cube is pretty big and is slipped under the doors of the inhabitants in an apartment building. The effect is that when someone walks in, they see this huge cube in their apartment that says “Breaking into your apartment is easier than you think.” Obviously, it’s advertising a security system. But it creates the idea that someone has broken into your house when in fact they haven’t which customers mind are put to rest after reading it. I think this is a really good idea, who wouldn’t be surprised or shocked when seeing this parcel in your house, I myself would diffidently want to know what’s inside because I would be naturally curious to find out what this parcel is and how it got here, and I think it’s safe to assume that other people would be as well. Great article the ideas in the here are amazing when it comes to direct marketing.

 

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Rochelle Rhodes's curator insight, May 8, 2013 9:45 PM

The article demonstrates the importance of using direct marketing to attract customers through innovative techniques. It was a very enjoyable article to read as it shows some creative and innovative promotional ideas and examples that organisations have successfully created. It shows the importance of digital and interactive marketing and the potential it can have to influence direct marketing. Although traditional marketing methods such as TV commercials reach a larger amount of consumers, successful direct marketing has far more impact. Do you think it's better to make a small impact on lots of people - through traditional marketing methods, or a large impact on a small number of people through direct marekting? 

Matthias Röse's comment, September 26, 2013 10:12 AM
The examples given in this article are incredible. I was astonished by the ideas marketers had and I think they are quite inspiring as well. Thus this article is recommendable to everyone who is in direct marketing and stuck at one point. Looking at best practice examples can help you getting started with your creative process. But it also shows that you have to be very careful with your ideas. The example of the box that pops up after being slipped under the door is crucial because people can be offended by this infringement of their privacy but it perfectly fits to the type of business as it is a security service company. Often marketers have to take risks and hope it works out well. I guess this one worked out well and is an outstanding example of direct marketing. The key point for me is that your direct mailings have to be special. There has to be something about it that prevents it from being thrown away immediately. I will keep this in mind.
Josh Leuenberger's comment, September 27, 2013 2:49 AM
I think this article shows some of the extreme and stand out ways that a company makes to try gets its image out there for consumers. With response to @Curtis Milner yes the advertising scheme is very out there and shocking. But I think it is a very good way of getting customer attention even Curtis himself is amazed by the idea and I think that’s exactly what this company’s marketing plan is trying to do. Because there are so many different company’s out there right now extremes in marketing do need to be made to stand out there from the crowd which brings in customers. The other ideas in the article are also great ideas and all create a wow factor in which consumers will remember the brand name because it was so shocking.
Rescooped by Curtis Milner from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | consumer engagement wheel | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn
Curtis Milner's insight:

Great read this article identifies simple strategies a business could use when creating an effective marketing mix. It also identifies that when planning a marketing mix it is important to think of a strategy with a combination of marketing concepts like advertising, sales promotion, public relations, direct marketing and interactive marketing diversity is key,  however you don’t have incorporate all of the concepts, as long as it’s more than one.  So there are four steps to developing an effective marketing mix. First is identifying your target market, identifying who your main customer is and building a strategy around them. Second are communication channels using effect media in order to communicate your message effectively. Third is estimating cost making sure you don’t blow your budget it also recommends that if it is too expensive that you should substitute it for something that is less expensive and the fourth is measuring. After you’ve applied steps one to three it’s time to measure to see if you are spending your money appropriately from feedback from your customers. I think these steps are simple and yet would be really effective especially for small business. I always bring it up but social networking would be a really effective way to get customer feedback, it would also be an effective communication channel as well something that was missed in this article.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Scooped by Curtis Milner
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | consumer engagement wheel | Scoop.it
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JENNYHA's comment, August 22, 2013 4:03 AM
This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy. For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful.

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Josh Leuenberger's comment, August 22, 2013 8:13 AM
The article discusses how companies trigger the emotions of their customers, as @Curtis Milner has stated that humans in general do have emotions and when making a purchase emotions can have an affect on the responses of a purchase. I like how you have stated that customers associate moments or memories with brands. How a rand can make you feel or remind you of how you felt at the time. The article showed how business and customers better interact in 10 steph or guidelines which I think could have been further explained in Curtis’ response to the article.
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
Rescooped by Curtis Milner from Intergrated Marketing Communications 2013
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The Importance of Branding • Brand Management

The Importance of Branding • Brand Management | consumer engagement wheel | Scoop.it

Via Johnny Price
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Cyndee Mudliar's curator insight, March 9, 2014 8:41 PM

This article reinforces the importance of brand building and addresses some of the benefits if done correctly. It emphasises that companies can increase their market share  with the use of integrated marketing and also how brand building can help to reach out to new markets that were unreachable before. Brand building can also help maximize the total revenue for a company.  Another benefit of brand building is the fact that it makes it harder for a competitor to enter the market as a existing brand would have built a strong relationship with the current market hence why it'll be difficult for that market to trust a new upcoming brand. Successful brand building will also help to differentiated the company image. Positive emotional attributes can be linked to the company which as a result can further enhance the overall brand. 

 

I found this article to be very insightful on why branding is of great importance in today's day and age and also all of the benefits that come along with it. 

Morgan Fletcher's curator insight, March 25, 2014 6:20 PM

Having a brand is so important, especially for the consumers as they can use the brand to distinguish between other products. This can create a loyalty for the brand. This can also bring a competitive advantage over other brands. 

Nikhil Bhola's comment, September 24, 2014 8:19 PM
this article explains the fundamentals of branding, it shows step by step what are the areas that need to be worked on or what can be beneficial for businesses. a step by step process is shown. this is infact important as consumers tend to compare between different brands and their offerings, this can be a competitive advantage for the companies if they work on branding their brand and products.
Rescooped by Curtis Milner from Direct marketing and consumer engagement
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | consumer engagement wheel | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Haifeng LIU
Curtis Milner's insight:

Three words “it’s about time “social media is at the forefront yet again my question is why it took US companies so long to finally join the social networking? The author points out that it took companies five years to finally join social media websites like Facebook and twitter etc. let’s just face it social media has worked wonders for marketing communications and has opened a lot of doors in terms of direct customer engagement. As identified these Forbes companies can now get a direct response via social media and also reach a wide range of their customers on a world wide scale. However figures show only 28% percent of companies reaped the rewards from online blogging, but that’s because they were doing it right. It’s interesting because I always have assumed that as long as companies use social media that it would bring them success no matter what. I am starting to realize that this is not the case, it’s the companies that use effective tools like having a RSS feed or SEO system etc., which allow them to effectively get data from customers. Maybe that’s the reason why these companies have been hesitant to move with the times and join social media.

 

 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Curtis Milner from Week 7; The power of ideas, integration across all media
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Effective multichannel marketing campaigns

Effective multichannel marketing campaigns | consumer engagement wheel | Scoop.it
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.

Via Jillian Hor Maelynn
Curtis Milner's insight:

Wow I am really impressed with this article gosh where to do I start how about with their brilliant ideas of creating a direct marketing campaign aimed at getting a direct customer response. This article talks about the success of six companies and their innovative ideas in direct marketing help them to succeed. How they did it was simply amazing, I particularly like the story about econsultancy and how they teamed up with Royal Mail and Fortune Favours the Brave for a direct mail piece integrated with an online personalised website. Invitations were sent through direct mail, with a personalised URL, and a magnifying glass. When the user visited the URL, this initiated a conversation that was personalised according to the user’s name and preferences. Wow great idea I have never seen or heard of something like this being done and I am really intrigued by it the idea of personalising it and making it your own would be fantastic. In total, 867 delegates were sent the direct mail promotion and there was a 33% response rate. Some 21% of respondents requested bookings, and there was a 56% conversion rate. So overall pretty successful idea and this is only one of them, other stories written in this article are really interesting as well the ideas behind them are simple, but really innovative.

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Jacinda Alexander's comment, September 26, 2013 8:21 PM
I enjoyed reading this article about effective multichannel marketing. This article has discussed 6 companies that have used multichannel and have become successful. I agree with Victoria that by using various different marketing channels it will gain consumers attention and therefore the target market will work effectively.
Josh Leuenberger's comment, September 26, 2013 9:43 PM
@Curtis Milner I still think that integrating with consumers on a personal level is an extremely affective way of building a relationship with customers. Where customer response is involved, customer response can dramatically improve aspects of a product or service. A business may have an idea of how to develop and market a product. But may not specifically have a product or service that is attractive to a consumer. But a customer response can help with the improvement of this issue as the response or feedback can help adjust specific aspects of a product. In the end direct marketing can be the most affective way of gaining customers as it is something that the customer is most likely to want and therefore making it a successful idea.
James Bradley's curator insight, September 30, 2013 7:38 PM

This article showcases applications of how brands have used innovative ideas incorporating digital aspects of communication with physical presence to create a more rewarding experience for consumers. In doing so, these brands have created value for consumers while also increasing the coverage and brand equity through the campaigns mentioned. These campaigns successfully engaged consumers which created a creative way to communicate with each consumer participating but also the social network which consumers engaged with throughout the campaign.

Rescooped by Curtis Milner from IMC : Program planning, objectives, budgets and measuring success.
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Marketing budgets set to soar more than 20%

Marketing budgets set to soar more than 20% | consumer engagement wheel | Scoop.it
More than half of Australian companies plan to increase their marketing budgets this year, while 71% plan to boost their digital marketing spends, according to a new report.

Via PHAM THU NGA
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Josh Leuenberger's comment, August 22, 2013 4:14 PM
Advertising is always going to be important when it comes to social media advertising. It branches out to many people and in this day and age many people are vulnerable to social media advertisement. People see it every day as @Curtis Milner has said, most people these days have smartphones where brands can advertise through their apps on smartphones. Therefore as the article has said it is not surprising that companies are increasing their social media advertising and are predicted to further increase these advertising budgets in the future. Following the trend of what aspects people are going to have in the future such as smart phones is a wise decision on the behalf of advertisers. As in the future most people if not all people will own smart phones and this is a new and developing channel for marketing to consumers.
Josh Leuenberger's comment, August 22, 2013 4:14 PM
Advertising is always going to be important when it comes to social media advertising. It branches out to many people and in this day and age many people are vulnerable to social media advertisement. People see it every day as @Curtis Milner has said, most people these days have smartphones where brands can advertise through their apps on smartphones. Therefore as the article has said it is not surprising that companies are increasing their social media advertising and are predicted to further increase these advertising budgets in the future. Following the trend of what aspects people are going to have in the future such as smart phones is a wise decision on the behalf of advertisers. As in the future most people if not all people will own smart phones and this is a new and developing channel for marketing to consumers.
Rachel Chen's curator insight, October 2, 2014 11:53 PM

This indicates the growing need for digital marketing. Digital marketing is obviously an imperitive for the times we live in and with the new technology so readily available to consumers. we are living in right now with consumer engagement and communication starting to be focussed with the digital spectrum. Following the trend of what aspects people are going to have in the future such as smart phones is a wise decision on the behalf of advertisers.

Rescooped by Curtis Milner from Understanding integration benefits
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H&M Masters the Art of Integrated Marketing Communications | "Buy ...

18 Responses to H&M Masters the Art of Integrated Marketing Communications. aflores says: March 12, 2013 at 6:00 am. Hi LeiLani,. Very interesting post. It seems like an good example of IMC, but I was impressed by their ...

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CHEN SUN's comment, August 21, 2013 8:49 PM
This is a good sample of IMC because H&M did a lot marketing campaign on many kinds of media like mentioned in the article website, blog, commercials and so on. In addition, they also invited David Beckham to be their new campaign in 2013 which they are using celebrity marketing to increase the brand awareness and public exposure. Besides, consumers also have a chance to win some prize by take part in H&M's Twitter activities. This really help us to understand what integration is or what IMC is about. Integration can make the massage almost every where in your daily life to reinforce you to get the massage the company wants to say.
Josh Leuenberger's comment, August 22, 2013 7:09 AM
My personal experience with H&M was in Switzerland and Germany the brand itself reminded me of New Zealand’s Haldenstein’s. I agree with @Curtis Milner with how simple the idea about getting customers involved in a campaign not only interacts with customers involved in the promotion but it also branches out to the followers of these people on Instagram and Twitter. I personally use Instagram and feel that I am open to many different brands and knowledge of brands through the branching out of different people on Instagram. In a way it is almost a free or cheaper way of advertising for H&M to branch out to a greater target market.
Victoria Clark's curator insight, September 15, 2013 11:37 PM

The brand H&M have mastered the art of integrated marketing when it comes to incorporating the use of social media and advertising to capture the interest of consumers and allow them the opportunity to participate in the marketing process. A good example of this is posting photos onto social media networks such as Facebook and Twitter for consumers as it is an effective way to become interested in a businesses or brands marketing campaign and get consumers involved. Using David Beckham as the face of H&M's 2013 campaign is an excellent marketing strategy as he is a world renowned football player and will attract more consumers of all ages for the brand. H&M is a successful business and obviously has a good integrated marketing communications system as they were able to advertise their brand during the Superbowl which, on American TV, is the most expensive time to advertise. 

Rescooped by Curtis Milner from Intergrated Marketing Communications 2013
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Starbucks' Logo Debate Shows Customers' Engagement

Starbucks' Logo Debate Shows Customers' Engagement | consumer engagement wheel | Scoop.it
Last Wednesday, Starbucks unveiled a new logo, and the world has not been the same since.

Via Johnny Price
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Matthias Röse's comment, August 1, 2013 7:57 PM
@Curtis Milner: Starbucks rose up to a brand with worldwide respect in a breathtaking way. Some discuss if removing the name from the logo is a wise thing to do. In my opinion the level of brand awareness, even among no-coffee-drinkers (like me) Starbucks is well known, allows them to take this step. In fact I agree with Curtis that the response in the social media and the appearance in the news create further brand awareness. On this way everyone get to know the new logo and connects it to Starbucks even though Starbucks itself didn’t spend a penny on advertising and introducing the new logo to the consumers. In fact Curtis already said it: They succeeded in creating brand awareness and engaged the consumer to discuss about the brand.
Josh Leuenberger's comment, August 1, 2013 9:13 PM
@Curtis Milner I agree and understand the statements that you are making with the changes Starbucks have made to their brand image and the media attention it is now receiving. Starbucks have always been determined to customer satisfaction and are using the logo change to become a more unique and diverse brand. By this they changed their logo slightly to gain consumers attention. But I feel that the media attention came more naturally from the media than Starbucks intention to gain media attention through the logo change. Therefore I do not think that they have done it deliberately to seek media attention but more to add a change to the look of the company as have many other chain cafes and fast food restaurants in the past few years. With the intention to become more professional in the eye of the consumer and to become more known for their food not just their coffee.
Abbey 's curator insight, March 17, 2014 4:48 PM

The reaction shown by the public shows how well Starbucks have built their brand and that even the slightest change can cause heated discussion among loyal Starbucks customers! I read an interesting response on this article saying it was a stunt pulled by Starbucks to create customer engagement, I agree with this to a certain extent. I think Starbucks initially just considered it was time for an improved logo, but also knew the change would be widely discussed by consumers.   To get people to talk about your brand is an effective and fast way to market yourselves, which is exactly what Starbucks has done with this logo change.