[observer1]

Executive #1: how can we apply our "brand" in ways that penetrate beyond the coffee business?

Management consultant: we advise that you first keep what's iconic and recognizable about your logo, and then remove any reference to coffee

Executive #2: we need to be sure we do not repeat what Gap did.

Management consultant: don't worry about that. Trust us!

Customers: I miss the old logo.

[ekanes]

Why is the executive greedy? I have no idea what their plans are, but is there something unethical about going beyond coffee?

[observer1]

Why do you apply the word 'unethical' when you read 'greedy'? Perhaps it is their job to be greedy. Do you seriously believe that greed is not at the very heart of this?

[anonymous246]

Way to put as crass a spin as possible on what they did.

[observer1]

I think you mean "accurate". I'm sitting here with a Starbucks coffee cup right now. I can tell you that I have a strong positive brand image associated with their current logo. As a customer I immediately associate the new logo with a company moving away from what they do well. I didn't even need to read the press release to see the motivation. This is bad for Starbucks, and will result in a lot of negative press. Wait and see.