Starbucks Rebranding - Venti Brand Aspirations, Grande Risk

Starbucks Rebranding - Venti Brand Aspirations, Grande Risk

Starbucks has rebranded with a new logo that drops "Starbucks Coffee" from its mark. The decision to simplify the logo is a strategic move that aims to make Starbucks as iconic as brands like McDonald's and Apple. Unlike these other brands, Starbucks has not invested significantly in brand advertising, but has instead earned recognition through its ubiquitous signage. However, the new logo has a more obscure connection to its name than the logos of other iconic brands, and Starbucks has made a two-step move in one change by dropping both its name and category. While the move makes sense for the brand, it also carries strategic risks that only time will tell if it pays off.

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Innovation Mistakes that you can’t Afford to Make!

Innovation Mistakes that you can’t Afford to Make!

Avoid innovation mistakes by not rushing the process, relying on assumptions or neglecting to provide your team with necessary tools.

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Innovation Workshop in Action - Innovation Training | Design Thinking

Innovation Workshop in Action - Innovation Training | Design Thinking

Client snapshots from various innovation workshops and design thinking training events showcasing collaboration, creativity, and communication among participants.

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The Net Works

The Net Works

Networking is essential to success, but it is poorly understood. Sociologist Robin Dunbar's work on strong and weak ties has shown that we have an upper limit to the number of actual strong social connections we can maintain at any point in time. However, weak ties can help to increase innovation capacity. Trust is the force that makes networks work, and conversations should come first when building relationships.

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