- 'I Think It's Nuts,' says James Gregory, chief executive of CoreBrand, a brand consulting firm. "What's it going to be--the coffee formerly known as Starbucks?" Lisa Baertlein at Reuters noticed a fan revolt on the company's website. "I have been a big supporter of (Starbucks) since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit," said a commenter. "But I do not see the logic of your Business Development folks for the removal of the Starbucks name."
- I Guess the New Logo Makes Sense, writes Meg Marco at The Consumerist: "It's basically just the same one they currently have, minus those pesky words that say Starbucks Coffee. Coffee, we assume, was the primary problem. Why? Because Starbucks is a fast food joint."
- The Company Is Trying to Appear Less Chain-Like, writes Alissa Walker at Good:
Starbucks has spent the last two years trying to de-emphasize the Starbucks brand from its stores. Instead of the one-Starbucks-fits-all look that appeared in cafes from Denver to Dubai, recently-revamped interiors feature local artisans, vintage furniture, and reclaimed materials, even new names like 15th Avenue E Coffee and Tea. This made for a more unique, un-chained feel that Starbucks hoped would draw in the loyalty of local customers.
- A Strange Decision, writes Sarah Walker at Best Week Ever. She tries to get inside the heads of company executives:
Were the Starbucks execs sitting around and said, "We have too much money. Let's pay a branding firm an exorbitant amount to slightly tweak our image and maybe try and make us less recognizable. If such a thing is possible!!!" (Hearty laughter for ten minutes, wiping happy tears away with hundred dollar bills)
- These Decisions Are Tough, writes Jon Ogg at 24/7 Wall Street:
Logo changes are not always brand changes. They can be, but not exclusively. The Coca-Cola Company truly tried to change itself with New Coke in the mid-1980′s, a gamble which should have never been made. The change could have cost the company a loyalty defection. Coke responded by releasing Coke Classic, and it was such a successful return that maybe there was an inadvertent win from the company. Most executives and executives to-be now learn the example as one not to generally repeat.