In the past few years, there’s been a spate of corporate rebranding and logo revising. Pizza Hut (oops, The Hut), KFC (what does that stand for again?), and Pepsi (does the new logo make it taste better?) come to mind.
My twitter pal @myklroventine pointed out this article today about Caribou Coffee’s branding makeover. Here’s a quote from the article:
“We wanted a visual signal that Caribou is alive and well,” said Alfredo Martel, senior vice president of marketing for the Brooklyn Park company. “We’re saying life is short, seize the day.” And do it with Caribou Coffee.
Martel called the latest Caribou marketing attempt “a two-way conversation with the customer.”
The Cup that Talks Back to You
It seems that one of their new Branding Strategies is using new cups that have messages on them. Last time I checked, a two-way conversation involved at least two people. Not one person and a cup with jazzy little sayings on it. I don’t care how much coffee you’ve had, if you’re bonding with the cardboard sleeve, it’s time for counseling.
The Little Logo That Could
That new logo. Oh, it’s cool. It’s nicely designed and uber hip.It’s a coffee bean. Get it? A coffee bean in the shape of a leaping caribou. Not like our old logo, which was a caribou leaping.
Does the management at Caribou honestly think that updating the logo and revitalizing their store and cup designs will solve that pesky little customer shortage problem? It sounds more like a pacifier for investors than an attempt at creating a great experience for the people who buy coffee.
Why Customers are Buying Your Coffee and not the Other Guy’s
(Hint: it’s not your logo)
I used to love Caribou Coffee. Not that I don’t anymore, it’s just that aren’t any Caribou stores in the Pacific Northwest (now there’s some irony for you). When we lived in D.C., Caribou was my preferred coffee shop. Here’s a few reasons why:
- I liked the coffee. Surprise!
- I liked the people there. They knew me. More important, they interacted in a conversational way that wasn’t scripted – even before they knew me.
- They had a trivia question on a board every day. Answer it and get a discount on your coffee. Even more than saving a few cents, I loved the trivia. First, I’m a geek. Second, it prompted conversations with other strangers in line that wouldn’t have happened otherwise. Instead of a line full of hurried grumps, they had a line of people to distracted to think about how long it was taking. Not every person, to be sure, but most.
Do you see “great logo” on that list? No, and I’m a designer for cryin’ out loud.
Small Business Owners Take Note
(but not on a Caribou napkin, because it’s pre-covered with “messages.”)
While you’re agonizing over your branding strategy and your logo design, consider that those things are not your business. They’re the face of your business, but they’re not going to save you from poor sales.
A logo and branding strategy that’s designed to reach the people you intend is important. Yes. It’s not easy to get that right and it’s worth investing in help.
First things first: create (or revamp) the experience, service, and value you want people to receive. Your true fans (the people who understand the value of what you’re offering) aren’t going to be swayed in either direction by a trendy new logo.
So to Caribou, I would say that rather than print messages on cups to engage customers, try actually having a real two-way conversation with them. It’s going to be a lot harder to get your butt out of your office than it is to pick the right font, but I’ll bet it’s more effective.
Correct as usual, King Friday. I SO agree.
Correct as usual, King Friday. I SO agree.
I'm honored to “spark” (sorry) such a great post. You really nailed something that has been bothering me all day. Their entire exercise of rebranding seems so hollow. As you've mentioned, it doesn't embrace what the unique parts of the Caribou experience are at all. To make matters worse, they've decided that the one distinctive aspect of their brand (being northwoodsy) is too much of a niche concept. I couldn't agree more that they missed the mark by forgetting what makes a conversation worthwhile. Seem like they forgot how to converse at all.
I'm honored to “spark” (sorry) such a great post. You really nailed something that has been bothering me all day. Their entire exercise of rebranding seems so hollow. As you've mentioned, it doesn't embrace what the unique parts of the Caribou experience are at all. To make matters worse, they've decided that the one distinctive aspect of their brand (being northwoodsy) is too much of a niche concept. I couldn't agree more that they missed the mark by forgetting what makes a conversation worthwhile. Seem like they forgot how to converse at all.
Love hearing these thoughts from a designer!
I find that we marketers often get into the situation where we are telling clients, “we can do that but it seems like you need more than just (insert marketing product or strategy here)”.
The best marketing is real substance, valuable experience, quality product, etc.
Love hearing these thoughts from a designer!
I find that we marketers often get into the situation where we are telling clients, “we can do that but it seems like you need more than just (insert marketing product or strategy here)”.
The best marketing is real substance, valuable experience, quality product, etc.
Great post, Sparky! All good points. As someone mentioned earlier (I think it was on @myklroventine 's Facebook page), they'll have to significantly redecorate their stores to match the new branding. Just hope they don't end up looking like Chipotle.
In all fairness, we don't know what their research told them or what the rest of the marketing plan is. Perhaps — with the foundation of great customer service that you describe above — a well-executed marketing strategy is exactly what Caribou needs to grow the business. While a logo alone can't make for a good customer experience, the right branding can make sure that enough people have the opportunity to experience an existing good customer experience.
We just have to hope they don't throw away their unique branding in an effort to look more like Starbuck's. That would be a total brand #fail.
Great post, Sparky! All good points. As someone mentioned earlier (I think it was on @myklroventine 's Facebook page), they'll have to significantly redecorate their stores to match the new branding. Just hope they don't end up looking like Chipotle.
In all fairness, we don't know what their research told them or what the rest of the marketing plan is. Perhaps — with the foundation of great customer service that you describe above — a well-executed marketing strategy is exactly what Caribou needs to grow the business. While a logo alone can't make for a good customer experience, the right branding can make sure that enough people have the opportunity to experience an existing good customer experience.
We just have to hope they don't throw away their unique branding in an effort to look more like Starbuck's. That would be a total brand #fail.
Funny, David, I think we may share a brain. I posted on a similar wavelength earlier today: http://bit.ly/9imERu.
And, it's interesting to hear this argument from a designer, in particular. The one audience I thought would defend Caribou! ;)
You nailed the whole point with your “3 reasons why you love Caribou.” I actually think they still have a huge opportunity here. Think about what kind of fun they could have with the trivia online? Plus, they have so many uber-fans like you and I–it really would be too tough to empower this group.
I'll be a very curious observer from here on out to see where this leads. Today was a bit of a disappointment for me re: one of my favorite brands.
@arikhanson
Funny, David, I think we may share a brain. I posted on a similar wavelength earlier today: http://bit.ly/9imERu.
And, it's interesting to hear this argument from a designer, in particular. The one audience I thought would defend Caribou! ;)
You nailed the whole point with your “3 reasons why you love Caribou.” I actually think they still have a huge opportunity here. Think about what kind of fun they could have with the trivia online? Plus, they have so many uber-fans like you and I–it really would be too tough to empower this group.
I'll be a very curious observer from here on out to see where this leads. Today was a bit of a disappointment for me re: one of my favorite brands.
@arikhanson