I recently read a great article in The Economist about Starbucks’ decision to remove the words ‘Starbucks’ and ‘coffee’ and also the circle around the siren from the logo. As the writer says, there are relatively few brands that are recognised purely by a logo—think Nike, Adidas, Playboy, McDonald’s and Apple. So it’s part of the evolution of a super brand to announce itself as such an integral part of our lives that words are no longer needed. The company now transcends the product itself, which tends to be tied in to the fact that it can now start selling things it wasn’t traditionally associated with. And for Starbucks, this means alcohol and various beverage accessories.
The evolution of a super brand—and the power of community ownership