As most of you probably know by now Starbucks has decided that 2011 will be the year they launch a new brand identity. But, didn’t they forget something? Their name perhaps?
Moving away from using a name and leading with a symbol isn’t necessarily a new practice, I mean Prince did it many years ago, 1993 in fact, and was simply (sarcasm implied) known as “The Artist Formerly Known as Prince”. Well that all ended for him in May of 2000 when he went back to using his “real” name.
After seeing Starbucks’ announcement I asked myself, how big do you have to be? How much money do you have to spend? And how well known do you have to be in order to no longer NEED to put your company name on your product?
Is Starbucks that big, that well known, to think we will all just immediately connect with the crowned Siren? I have to admit I do – and I quite enjoy getting my “The Company Formerly Known as Starbucks” fix every so often.
But of course, names don’t matter. It’s the quality of the product that counts. Right?