Word of Mouth Daily – November 16, 2011 – Starbucks Juice?

November 16, 2011 at 6:00 am | Posted in Blog | Leave a comment
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Hamptons Creative Group - Word of Mouth Blog

Word of Mouth Daily – November 16, 2011

Starbucks Juice?

Last week, Starbucks announced the acquisition of a juice company. The coffee store goliath has been reworking its brand over the last year. Most noticeably was removing the “coffee” image from its icons.

While it’s not exactly clear how Starbucks will promote and position the new juice stores, the story will certainly develop into an interesting study in brand evolution. Starbucks’ growth-focus as of late has been in grocery store sales and at-home single serve sales. The juice stores, which will likely stand alone from the cafes, mark a larger and more obvious transformation of the Starbucks brand.

However, given that Starbucks made nearly $12 billion in world-wide revenue in the past fiscal year, the juice effort would appear to be a small — perhaps experimental — move to attract a different customer segment. The Starbucks’ rebranding story, though set at a slow pace, is still being written. It’s certainly something to watch and smaller businesses will consider the lessons for their own purposes.

Don’t forget we’re on the road this week. We’ll be tweeting and hope you’ll mention us and DM us while we’re on the road. Tweet us at @MatthewIscoe or @LindaMillerZell.

Looking for some rebranding advice or just want to sit down for a cup of coffee together? Just ask, and Hamptons Creative Group will be there for you.

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