When I say Starbucks, you say_______. If you answered “sea nymph” that’s just what the company was hoping you’d say… I, on the other hand, would’ve said coffee.

I wouldn’t be in this business if I didn’t deem the new Starbucks logo blog-worthy, especially since it’s been covered by every media outlet imaginable. We were intrigued when Starbucks announced the addition of alcoholic beverages to its menu (Drink For Thought) and now, to commemorate their 40-year anniversary, they’ve introduced a new logo. The brand specialist behind the decision is Adam Hanft, who regarded the siren logo iconic enough to stand-alone… I couldn’t disagree more.

However, I do understand the company’s direction and certainly appreciate the less is more theory but I’m failing to see the benefit in this re-brand. Can removing the company name from your logo actually be good for business? It worked for Mac, Nike and McDonald’s; the apple, swoosh, even the golden arches are as synonymous with their brand as the name itself but I’m not sure the sea nymph makes this same statement. Is this another Gap Mishap or is it true that there’s no such thing as bad publicity?!

What do you think about the new Starbucks logo?

We’ve talked a lot about brands, how they choose to promote their products, and how to avoid brand nightmares. We also covered the (partial) re-branding of GM – or at least what we think they should have done!

Most companies will be lucky, they will never have to go through the process of a complete re-brand. But, there are a few who will have to…and then there are those that choose to. Of course, re-branding an entire company is not easy, and should be given the time and respect it deserves.

Which is exactly what Gro Baby did when they re-branded everything and became GroVia. Their story is explained in detail on the Fox Small Business site, but the most important details of how they made a successful re-branding happen are below:

• In the earliest stages, brainstorm. Ask yourself these simple questions: Who are we? Who are our customers? Where is our company going?
• Be absolutely certain you are working closely with an intellectual property attorney while choosing names. You are going to want to choose a name that can be registered.
• Enlist the help of a PR firm starting in those early stages, and start planning how you are going to launch your rebrand to the public.
• Know your competition. Does your rebrand set your product apart from others on the market? This is your chance to update your image; don’t try to fit in with your competition–take a risk!
• Budget accordingly. Rebrands are expensive, no matter the size of your company. Be certain you have allotted enough for a strategic public relations campaign (from press releases to interviews and events) and aggressive marketing following the launch of your brand.

Have you ever had to re-brand your business? What other suggestions do you have?

Smart. Funny. Really well produced.
In today’s over-produced, frat-boy beer commercial world, isn’t it nice to see a standout every once in a while?  Dos XX is certainly the current model for breaking the mold and trying something different, like being smart.  Like ‘em or hate ‘em (seems to be the trend), the Dos XX broadcast spots are as refreshing as the product on a hot summer day in Cabo.  From superb creative concept work all the way through painstakingly detailed production, the story of “The Most Interesting Man in the World” is remarkable.  And the timing,  I can’t help but believe, is purposeful seeing the continued slide of Corona sales from a brand who has lost their way.  Can Dos XX unseat Corona?  That remains to be seen, but they’re certainly well on their way to garnering a huge portion of their share of voice.

So what makes this campaign so great?  I think it’s twofold – One, a great concept executed with impeccable attention to detail and two is having a client who’s ready to take a creative risk and put their trust in their agency partners.  How can I tell they trusted the agency?  Do you think for a minute that Anheuser Busch would have allowed the only line The Most Interesting Man in the World to say is, “I don’t always drink beer, but when I do, I prefer Dos XX”?  Are you kidding?  The Bud Boys would have insisted that what makes him the most interesting man in the world is that beer is ALL he drinks and not just any beer, Budweiser Beer!  No, instead the brand team continued their attention to detail by arguing that because he is who he is, he follows no rules and does the unexpected, but when he determines it’s time for a beer, he doesn’t insist it’s Dos XX nor does he always drink Dos XX, he “prefers” it.  So strong, so strong.

As professional storytellers, we so rarely get the opportunity to really practice our craft in an unfettered manner; so many times a great story gets watered down with mandatory product claims and creative influence from the voting client team.  But with these spots, the team doesn’t get to tell just one exceptional story per spot, but rather several as each vignette is a different story all in itself.  The vignette with our guy motoring a dory – presumably out to his or someone’s mega yacht – places him a the tiller with 4 or 5 beautiful women aboard, but they’re not just a gaggle of hotties, they’re all wearing beauty competition sashes. There’s a story in there.  A group of dinner guests and our guy are carefully making their way down a craggily rock path at night with their way being lit by a torch-bearing man in a full military formal outfit and a nervous fez-wearing Indian fellow in a suit.  What the?  All the while the VO covers all those great, well written lines that provide the credentials for The Most Interesting Man in the World.  “His reputation is expanding faster than the universe.”  “He’s against cruelty to animals, but he isn’t afraid to issue a stern warning.”  “Whatever side of the tracks he is on is the right side. If he were to move to the other, it would still be the right side.”  “He’s one the same lifetime achievement award twice.” And on and on.  Combine all this with some non-trendy effects – mainly the grainy old film quality mixed with black & white and  color – and it comes together as truly intriguing, much like our hero.

Stay thirsty my friends.  Thirsty for great creative.