Big in Japan? The New Starbucks Logo Could Assist Company's Asian Expansion
Was last week’s redesign of the Starbucks logo an unmitigated disaster (cf. Gap, Tropicana), or a surprisingly canny move? There’s always the hue and cry of the blogosphere to gauge a quick reaction, but for a more measured approach, we have something called science. Professors of marketing at several U.S. universities have been studying the effects of redesign—and on certain types of redesign—on committed and non-committed customers, and what they’ve found suggests that Starbucks might succeed where Gap and Tropicana failed.
