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Rescooped by Rochelle Rhodes from Intergrated Marketing Communications 2013
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Starbucks' Logo Debate Shows Customers' Engagement

Starbucks' Logo Debate Shows Customers' Engagement | Assignment 2: Milestone 1 | Scoop.it
Last Wednesday, Starbucks unveiled a new logo, and the world has not been the same since.

Via Johnny Price
Rochelle Rhodes's insight:

Starbucks is a great example of how to 'build' a brand. Their global successfulness has made this obvious today, however they have made a very risky move by changing their logo, and not for the first time. A large reaction from consumers was present with the changing of the logo, showing the emotional attachment consumers have towards them. The logo is now simpler, without the wording. This shows how far Starbucks have come and how significant their brand is when they no longer need the word 'Starbucks' in the logo for people to recognise them. This is a good example of a concept of IMC where the faith and trust Starbucks have in their brand is present. Do you think this same reaction would happen with other large companies around the world today? Do you think the fresh new look was a good move for Starbucks?

 

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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, 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. 

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How Important is Mobile Marketing To Promoting Your Brand?

How Important is Mobile Marketing To Promoting Your Brand? | Assignment 2: Milestone 1 | Scoop.it
Do you think that you are wasting money on conventional marketing campaigns  and are not gaining any profit? Don't you want to promote your brand in an

Via Thomas Faltin, Gladys Pintado, www.sercompetitivos.com
Rochelle Rhodes's insight:

I think mobile apps and marketing is definitely a large part of technology today and plays an important part in many people's lives. I know I personally rely on my iPhone apps quite often to check and send emails, check my bank balance and make transactions, as well as looking up the time for the next train on the new AT app. I think it's important for marketers to seriously consider making applications for smart phones - the current, and future, way of technological activity. 
I remember looking up an app for Pizza Hut the other day to order dinner from my phone, but surprisingly enough, they didn't have one. Instead, I had to order pizza though Domino's Pizza - hence, Pizza Hut losing a sale.
How often do you rely on your smartphone apps? Would you choose a competitor over your initial choice if they didn't have an smartphone app you could use (provided that's what you needed at the time)? How important do you think these kind of apps are in your own life today?

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Charlotte Eglinton's comment, April 8, 2013 10:08 PM
I totally agree with this article. I think that mobil phones are defiantly a huge part of todays marketing. I know for a fact that i am constantly looking at new apps to download and use. With the majority of people today using iPhones, its such a easy way to quickly check your bank account, or find out what time the bus comes by simply downloading a app to help you. I think its really important that brands look into developing apps for phones if they want to keep up with the changes in the social media.
Aleysha Kelly's comment, April 9, 2013 4:47 AM
I agree with both your points Nick and Charlotte. Mobile Marketing is definitely the new way to engage consumers especially with the rapid change in technology especially that of smart phones. Its definitely the most effective way to contact your target consumer as with the use of apps its up to the consumer to download it. I'm the same as you Charlotte, I am always looking for new apps to download and use so I think it is really important the business look into Mobile Marketing to keep up with the changing environments.
Aleysha Kelly's comment, April 9, 2013 5:08 AM
http://www.itwire.com/it-industry-news/market/59358-global-device-shipments-to-reach-24-billion-this-year this article shows how it is even more important to use mobile marketing due to the shift in consumer behaviour.
Rescooped by Rochelle Rhodes from Intergrated Marketing Communications 2013
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Starbucks' Logo Debate Shows Customers' Engagement

Starbucks' Logo Debate Shows Customers' Engagement | Assignment 2: Milestone 1 | Scoop.it
Last Wednesday, Starbucks unveiled a new logo, and the world has not been the same since.

Via Johnny Price
Rochelle Rhodes's insight:

Starbucks is a great example of how to 'build' a brand. Their global successfulness has made this obvious today, however they have made a very risky move by changing their logo, and not for the first time. A large reaction from consumers was present with the changing of the logo, showing the emotional attachment consumers have towards them. The logo is now simpler, without the wording. This shows how far Starbucks have come and how significant their brand is when they no longer need the word 'Starbucks' in the logo for people to recognise them. This is a good example of a concept of IMC where the faith and trust Starbucks have in their brand is present. Do you think this same reaction would happen with other large companies around the world today? Do you think the fresh new look was a good move for Starbucks?

 

more...
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, 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. 

Rescooped by Rochelle Rhodes from Real Estate Plus+ Daily News
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Branding Consistency: Color Is Key

Branding Consistency: Color Is Key | Assignment 2: Milestone 1 | Scoop.it

]In the real estate business, color is key when creating customer communications across all platforms. Consistent color branding imparts a professional and memorable brand impression that resonates with your prospects. Xerox research reveals that color improves brand recognition by up to 80% and increases comprehension by as much as 73 percent.


Via Russ Bergeron
Rochelle Rhodes's insight:

Colours not only can differentiate your brand from competitors, but also create a personality and identity to your brand which consumers can reflect from. For example, Green represents calmness, freshness and health. Choosing a colour palete that refelcts the personality of your brand can help consumers determine their feelings towards it to help create an emotional attachment. How improtant do you think selecting the colour palette is for your company? Do you think this can be changed once your organiastion has been established?

 

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Rosaria Gordon's comment, March 21, 2013 9:14 PM
I completely agree with what you have said Rochelle. Colour can say a lot about a business and I think it is important for brands to recognise the impact it has upon them. When a brand is developing its colour palette I think it is important that they look at the public perception of the industry they operate in. For example a law firm would most commonly be considered neutral in terms of colour, and it would be important that trust is conveyed throughout the brand. But also, both power and stature need to be expressed to reinforce this trust in a legal sense. I think once a brand is established it should think carefully before changing its colours, as this may alter brand recognition and give the impression that the brand is unsettled and needs improvement.
Erica George's comment, March 21, 2013 11:24 PM
I think for some brands, colour is an essential statement of the organisation. For example, Cadbury's iconic deep purple, which has been trademarked by them so that other brands can not use the same colour. Their is a definite emotional attatchment between Cadbury customers and the colour purple. I disagree with Rosaria when she said that a colour pallate is best to reflects the industry of the organisation. I think that colour can differentiate a brand from the competition, and differing from expected colours could be a key move.