Seattle's Best - new logo
Whatever happened to the distinct, strong brands? Will someone please tell me? It’s feeling more and more like a game of how low can you go to appeal to the masses. Granted Seattle’s Best is owned by Starbucks and the brand will be coming to a Burger King, Subway and movie theaters near you but did that mean to translate the brand’s identity in this way - oversimplified to the point of barely being recognizable? You dipped my Target into your blood bank.
So, I admit, the original Seattle’s Best logo was dated, as was the brand overall. But, at least the old logo had some history and recognition. It wasn’t in a circle. It didn’t have a tear drop. And, since when is coffee red?
What’s the consumer supposed to take away from this new and improved logo? Simple. Generic. Regular. Bland. Red coffee? And how does this reflect on the Seattle’s Best brand in general? With the shift to a broader scope of consumers and to potentially compete with the likes of Dunkin’ Donuts, positioning Seattle’s Best as the brand to go that mile versus Starbucks makes complete sense, but the way the Seattle’s Best brand is perceived is what will make or break this business decision. You might not like the coffee, but at least Dunkin’ Donuts has a huge, loyal following. Does anyone drink Seattle’s Best? Would you now?
If mediocrity was the goal then ding ding ding, we may have a winner. But brands that settle for mediocre tend to get that mediocrity reflected upon their products and consumers wind up walking on by. Hey you, Ms. Consumer. We know you want that cup right about now. How about a tall, steaming hot cup of average. Doesn’t that hit the spot? Mediocre doesn’t even get you to second best. It’s not even challenger status. It’s barely…there.
Starbucks has their own brand to maintain so I’ll cut some slack that adding a new brand to the mix makes their job slightly more work, but if they plan to be successful they need to look at a different brand architecture that allows the growth of the brands independently. Give Seattle’s Best the distinction that at least position’s it against the competition. Heck, make Dunkin’ Donuts run for their money.
It’s just a sad day when commonplace rules the roost. When you don’t stand for something, it makes it very difficult to compete on anything other than price. And competing on price turns the brand into a commodity. No business wants to be there. So, will all the distinct, strong brands out there please stand up? I’d like to buy you a cup of joe.