The Starbucks Make-Over is Great for Publicity

Companies doing well tend not to change what is working. When logo changes are made, there is a lot of thought to it. The larger the company, the more money they are able to use in research and development of the new or changed logo. Smaller companies usually do not have enough capital to invest in much. The new trend with logo makeovers is to drop the letters or works. McDonald’s has many commercials and billboards where all they show is the arch. No hamburgers, no clowns, no mayors or thieves. Just the giant M. Starbucks has remade the logo without the words.

Starbucks coffee are the words that used to be inside the logo. Now, just the weird mermaid sits on your cup waiting for you to sip. The argument for them is that they are much more than coffee. You can eat breakfast there, listen to music, the Starbucks near me has a bookrack where you can take a book and leave a book on the honor system. The company wants to portrait that they are much more than coffee.  I have no idea what their real reason is for the change; perhaps it saves on printing costs. If you can find the fish, you can find their product. There is a large debate in the PR community about that. That debate has not hit mainstream yet.

When coke made a new formula (that sucked), it was news. When Sci-Fi channel changed to a strange name and new logo, the fans were enraged. They did not change it back like Coke did. It was great PR for a while. If you change your logo, get your back-story straight and tell it to the media. Why your logo has changed. What your new logo means, what your company is about. It’s better than a just-launched-my-business story because it gives the viewer a chance to see into the mind of the business owner. You will resonate with some and clash with others. It’s always ok to polarize people with your logo and message.  Your true customers will embrace it and others will walk away. This makes time for you to focus on real customers. As for Starbucks, I think they are betting on people being too sleepy before having coffee to notice the changes.

Why Pay for Information that is Free on the Internet

I got very important email a few days ago. I think many people feel this way. The person wrote that they had a hard time reconciling people who charge for what should be free information on the Internet. I completely understand that feeling.

Here is the thing. We have to invest in our business either by dollars or by our own time. If you need knowledge, you have to take the time to do the research, online and/or in the library, assemble the knowledge you need and then put it to work. It could take you years to do that. With coaching, you cut the time down. You work with someone who can tell you where the pitfalls are and quickly explain each step to you. That person put in time and money to learn that information.

To expect them to give you their time and information for free, because it can also be found on the Internet is unreasonable at best. You do not have to buy their services. You can invest your own time. Time is not free. You can use your time any way that you choose. Someone who has taken the time to acquire the information should be paid for it, when others want to use their knowledge.

You all know how frank I am. It’s time to put on your big girl panties and your big boy pants and become serious about your business. The free information is very limited. After a while, those free previews online and in person, no longer help you. Why? Because, you already know that stuff. You have been putting it to use.   Now, it’s time to invest and learn about the things you don’t know about. The choice of investment is time or dollars. I have no problem with people who choose time over dollars. It takes longer but it can be done. No one can stop you from becoming a success. You can take a Ferrari to you success destination or you can take the city bus.

Don’t use your energy being upset about someone who offers you a Ferrari to your success destination but wont let you ride for free.

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