Comments for Whatever http://www.spark-creative.co.uk/blog The blog of Spark Creative Wed, 09 Mar 2011 16:57:00 +0000 hourly 1 Comment on Starbuck’s rebranding by Mark Astle http://www.spark-creative.co.uk/blog/corporate-id/starbucks-rebranding/comment-page-1#comment-202 Mark Astle Wed, 09 Mar 2011 16:57:00 +0000 http://www.spark-creative.co.uk/blog/?p=222#comment-202 I think you make a good point Howard. Although I notice they're beginning to run it out instore, and as predicted, there's a bloody great 'Starbuck's Coffee' across the frontage. So the fishy icon won't have to stand by itself. At least not for the moment. I think you make a good point Howard. Although I notice they’re beginning to run it out instore, and as predicted, there’s a bloody great ‘Starbuck’s Coffee’ across the frontage. So the fishy icon won’t have to stand by itself. At least not for the moment.

]]> Comment on Starbuck’s rebranding by Howard Milton http://www.spark-creative.co.uk/blog/corporate-id/starbucks-rebranding/comment-page-1#comment-201 Howard Milton Wed, 09 Mar 2011 16:42:19 +0000 http://www.spark-creative.co.uk/blog/?p=222#comment-201 Starbucks, whatever . . . I have just arrived from outer space and my first thoughts beyond 'taking me to see your leader' is in fact '"where can I get a cup of decent coffee?" I am forced to ask because the former global circular signpost that heralded every Starbucks is now only depicting a mermaid or some such fish. Read the official word from Steve Barrett, the Starbucks global creative vice-president and you will discover that the 'new look had tested well with loyal consumers and that "Customers said [the new logo] had positive associations around optimism, doing good and sustainability." er . . what about a decent cup of coffee? Far from me to cock a snook at a brands ambition. I understand Starbucks desire to broaden their offer - but do I really want Starbucks trainers, vacuum cleaners or deodorant? Unlikely that their plans stretch that far, but if it's merely food upon their radar, being the retail purveyors of an acceptable beverage is unlikely to be a real negative. OK of course they may have earned the right to take the word coffee from their identity but a word of caution from foundations of a solid brand, don't forget what made you famous. Getting a job at Starbucks was defined by joining a code of retail standards that many would envy. Just for starters - Every partner/barista hired for a retail job in a Starbucks store received at least 24 hours training in the first two to four weeks. The training included classes on coffee history, drink preparation, coffee knowledge (four hours), customer service (four hours), and retail skills, plus a four-hour workshop called "Brewing the Perfect Cup." Will the staff now be required to add peanut munching/popcorn blowing/donut frying/salad shaking/burger broiling/chicken lick'n???? All knocked back with a sustainable dollop of environmentally friendly hogwash. Blame Chairman Howard Schutz (never believe the wisdom of the Howards); He has set out some reasonable strategic questions for his brand - What could Starbucks do to make its stores an even more elegant "third place" that welcomed, rewarded, and surprised customers? What new products and new experiences could the company provide that would uniquely belong to or be associated with Starbucks? What could coffee be—besides being hot or liquid? How could Starbucks reach people who were not coffee drinkers? What strategic paths should Starbucks pursue to achieve its objective of becoming the most recognized and respected brand of coffee in the world? If they really think the world is ready for a no-name, fish-related lifestyle brand they are delusional. Going the Symbol only route is a dodgy game, just ask the artist formerly known as Prince. Teaching their staff to speak English (or Martian) would seem a better place to start. Starbucks, whatever . . .
I have just arrived from outer space and my first thoughts beyond ‘taking me to see your leader’ is in fact ‘”where can I get a cup of decent coffee?” I am forced to ask because the former global circular signpost that heralded every Starbucks is now only depicting a mermaid or some such fish.
Read the official word from Steve Barrett, the Starbucks global creative vice-president and you will discover that the ‘new look had tested well with loyal consumers and that “Customers said [the new logo] had positive associations around optimism, doing good and sustainability.”
er . . what about a decent cup of coffee?
Far from me to cock a snook at a brands ambition. I understand Starbucks desire to broaden their offer – but do I really want Starbucks trainers, vacuum cleaners or deodorant? Unlikely that their plans stretch that far, but if it’s merely food upon their radar, being the retail purveyors of an acceptable beverage is unlikely to be a real negative. OK of course they may have earned the right to take the word coffee from their identity but a word of caution from foundations of a solid brand, don’t forget what made you famous.
Getting a job at Starbucks was defined by joining a code of retail standards that many would envy. Just for starters – Every partner/barista hired for a retail job in a Starbucks store received at least 24 hours training in the first two to four weeks. The training included classes on coffee history, drink preparation, coffee knowledge (four hours), customer service (four hours), and retail skills, plus a four-hour workshop called “Brewing the Perfect Cup.” Will the staff now be required to add peanut munching/popcorn blowing/donut frying/salad shaking/burger broiling/chicken lick’n???? All knocked back with a sustainable dollop of environmentally friendly hogwash.
Blame Chairman Howard Schutz (never believe the wisdom of the Howards); He has set out some reasonable strategic questions for his brand -
What could Starbucks do to make its stores an even more elegant “third place” that welcomed, rewarded, and surprised customers?
What new products and new experiences could the company provide that would uniquely belong to or be associated with Starbucks?
What could coffee be—besides being hot or liquid?
How could Starbucks reach people who were not coffee drinkers?
What strategic paths should Starbucks pursue to achieve its objective of becoming the most recognized and respected brand of coffee in the world?

If they really think the world is ready for a no-name, fish-related lifestyle brand they are delusional. Going the Symbol only route is a dodgy game, just ask the artist formerly known as Prince.
Teaching their staff to speak English (or Martian) would seem a better place to start.

]]> Comment on Social media – it’s not all that. by Mark Astle http://www.spark-creative.co.uk/blog/web-design/social-media-%e2%80%93-it%e2%80%99s-not-all-that/comment-page-1#comment-159 Mark Astle Mon, 21 Feb 2011 15:28:37 +0000 http://www.spark-creative.co.uk/blog/?p=241#comment-159 Thanks for the comment Phil. Thanks for the comment Phil.

]]> Comment on Social media – it’s not all that. by Phil http://www.spark-creative.co.uk/blog/web-design/social-media-%e2%80%93-it%e2%80%99s-not-all-that/comment-page-1#comment-97 Phil Thu, 03 Feb 2011 14:03:45 +0000 http://www.spark-creative.co.uk/blog/?p=241#comment-97 Hi Mark, I agree. Twitter and even Facebook are not right for every business. On a personal front, Twitter is very useful for me as I have an online business and limited resources. Conventional or traditional print marketing can be very important, as can the media you mention above. Found you via the 4N Forum. Phil Hi Mark,

I agree. Twitter and even Facebook are not right for every business.

On a personal front, Twitter is very useful for me as I have an online business and limited resources.

Conventional or traditional print marketing can be very important, as can the media you mention above.

Found you via the 4N Forum.

Phil

]]> Comment on Innocent and their ‘ironically bad’ new TV ad. by Tweets that mention Innocent and their ‘ironically bad’ new TV ad. | Whatever -- Topsy.com http://www.spark-creative.co.uk/blog/advertising/innocent-and-their-ironically-bad-new-tv-ad/comment-page-1#comment-70 Tweets that mention Innocent and their ‘ironically bad’ new TV ad. | Whatever -- Topsy.com Tue, 25 Jan 2011 16:22:49 +0000 http://www.spark-creative.co.uk/blog/?p=233#comment-70 [...] This post was mentioned on Twitter by Jason , Mark Astle. Mark Astle said: Innocent and their 'ironically bad' new TV ad. http://f.ast.ly/Qccmc [...] [...] This post was mentioned on Twitter by Jason , Mark Astle. Mark Astle said: Innocent and their 'ironically bad' new TV ad. http://f.ast.ly/Qccmc [...]

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