The logo decision, the idea of going global and corporate and bland, is done. I'm not going to waste any more time on this...Let them do what they want.
Before I let this go, though, I'd like to share some things that come to mind when I reflect on what is so sad about this transition. If I had to sum it up, mainly what I see is that Starbucks to me represents the ultimate human brand, and now they just seem completely cold and greedy.
So here goes.
Here's a bunch of memories, of watching people interact:
* A group of elderly men sitting on the barstools, huddled together, talking. Something about how Starbucks is more fun than religious services. Which their wives prefer.
* A couple dressed in outrageously amazing Greenwich Village nightclub wear--in the suburbs among the hockey moms at 9 o'clock on a weekend morning.
* A little boy sipping his Kids' Hot Chocolate, a total "I'm-in-heaven" look on his face.
I've been well-treated by Starbucks' baristas:
* Advised that the new Frappuccino was susceptible to tasting bad if it was mixed wrong. Took back a half-drunk drink and made a new one.
* Not advised, despite all caloric logic to the contrary, to refrain from ordering whipped cream and chocolate syrup with my Java Chip Lite Frappuccino.
* Requested breakfast sandwich not on the menu (bagel/egg/cheese), received same, didn't have to pay extra even though the barista threw away an English muffin. All handled on a busy Sunday morning AND was only charged for one sandwich.
It hasn't always been THAT nice:
* Had a coffee slammed down on the counter in front of me after waiting 10 minutes...and told I shouldn't be reading the house copy of the New York Times unless I bought it!
Assorted good memories:
* Vacation days sitting there doing nothing but reading
* Charging up the laptop and blogging
* Studying the menu board and picking out interesting new coffees
* Standing in line for a nice hot cup before work
* Delighting my mom with a case of Frappes. Seeing the huge smile pour across her face.
I have to say, I will miss this brand when it goes so fully corporate, global, and bland in the name of global expansion. It represented something to me that was very real and down-home. It was one of those brands I identified with and took to heart. Their entire philosophy of how to treat employees and customers alike resonated with me in every way. And they turned me into a coffee fanatic.
Nothing is permanent, all good things must come to an end, and so it goes.
Target's decision to do exactly the same thing - get rid of the name, keep the icon - is just fine with me. In fact I know it's a good thing. But Starbucks I will miss.