I have no special talent. I am only passionately curious

100 Bullet Points from #CannesLions 2011 by @jessedee

iAds definitely the next big thing in advertising. Below an anti-fur and Amnesty Int. ad, creative! Yet might cause irritation. Users must wait through the ad. No skip option.

RFID Applications, take a good look what Hyundai has done with online offline facebook intergration. We're gonna be seeing lots of these around

In my previous post I wrote about Starbucks (my favorite coffee brand) announcing the logo facelift. What exactly was the reason behind it? Simple; Starbucks has been long selling more than just coffee thus removing "starbucks coffee" from logo head. You know, I'm talking about the siren trapped inside the "starbucks coffee" frame.

Starbucks undeniably has a magical touch in everything it does. I've read they're doing good business wise too. So if they say; santa clause does exist! you better believe it. But one can't stop wondering; if the coffee behemoth is doing the right thing in terms of "Logo Strategy" (don't know if there's such a thing) doesn't this make iPhone the biggest contradiction in product naming history?

Come on! Think about it, iPhone is waaaaay more than just a phone, yet still called a phone. I didn't but if I had run an analysis on average time spent on iPhone based on usage, talking on the phone definitely wouldn't make top of that list. If you're an iPhone user you already know what I'm talking about.

Clearly when talking about brands there's no one correct way to do things. What if Apple called the iPhone something else like; iGadget, iPimp or iWhatever. Would it make a difference? As long as it's the most innovative personal product since the invention of personal computers I don't care if Steve Jobs called it iHateBillGates. Same goes for Starbucks, if the coffee is the best brew in town I don't care if there was an animated cartoon of Ken and Barbie making out on that venti non-fat mint mocha.

To summit up, I know many initiatives try starting out with a great brand name or logo or tagline before they even set out a good sales or channel strategy, sometimes even before they have a solid product! In my personal experience, what's essential is that your consumer is having a good experience with the product/service and for the rest; let your best talents, the highly qualified, enthusiastic people from a broad scientific background work in an ethical environment with loads of data driven analyses make the most accurate calculated decisions on best "logo strategy" so you can skyrocket your sales

Those who know about me and my relationship to Starbucks will know this couldn't go unnoticed by me. Here is Howard Shultz explaining about the evolution of the brand logo and its' heritage.

As the debate goes on Schultz partially explains why they got rid off the text on the logo. The 'Coffee' label is removed because Starbucks offers more than beans, namely; boxed tea, bottled beverages, Baked goods, Merchandise, Smoothies, etc.

What does it tell me? It appears to me the two tailed siren almost reaches out of its framed logo trying to comunicate and convince (as the myth goes) its consumers to take a sip of her magical beverage. But hey, who knows. All I care is that my coffee is the best quality coffee there is.

The evolution of the Starbucks logo

and in terms of business, despite the 900 store closures since 2008 Starbucks still remains the largest coffehouse company in the world, with over 16,858 stores in 50 countries, 11,000 in the US alone