I’m a Starbucks regular. Not for the coffee (too much caffeine)…no, my drink is the chai tea latte – to me it’s better than the chai I’ve had anywhere else. I also go because it’s part of the daily dog walk routine, and I enjoy the people that work at my neighborhood Starbucks. It’s part of my life and my community here in Chicago.
Starbucks is one of those brands that many people feel very passionate about. Like me, it’s part of their daily ritual, something evoking positive, pleasurable emotions. They might also feel that the cup in their hand says something about who they are, and what they like. Starbucks fans and customers feel invested in the company, whether they own stock or not. So I’m not surprised to hear that many loyal customers are less than happy with the upcoming Starbucks logo change.
Remember my Dec. 20th Monday Morning Quickie about getting the most from your logo? The brouhaha and controversey over Starbuck’s logo change shows how important a logo can be to people – it’s shorthand for what a business is about, conveying in a single image the overall experience a customer can expect, and is something that can literally trigger an emotional response.
This Wall Street Journal article about the Campbell Soup Company talks about the ‘neuromarketing’ techniques Campbell’s employed to understand how customers were responding to their soup can labels when shopping; they measured biological functions such as heart rate, posture, breathing, and even skin moisture to assess emotional responses. Campbell’s changed their famous soup can labels to get a better emotional response, and sell more soup.
How does all this apply to horse business logo design? We can come up with better logos by remembering that logos can evoke emotional responses, that a good logo can stimulate both sales and loyalty when it’s partnered with a good product or service, and that sudden changes in something as ‘simple’ as a logo can have negative consequences, even if you’re just talking about a good old cuppa joe.