What can a logo do for your strategy?

New year. New strategy. New logo.

Or, in Starbucks' case, it would appear new logo comes before execution of new strategy.

That's the area I'd like to focus on today. But first, happy new year.

For all of you who follow, you know I'm as big a Starbucks devotee as any. I commend them on most decisions, (save for the Via positioning, but despite my criticism, it seems to have become a quick success story, most likely due to over-sampling and because it's just a damn good product.)

As for the new logo, my reaction is mixed. On the one hand, I believe changing logos is one of the quickest routes to brand suicide. As a human being (not a marketer, not a brand strategist), it signals weakness. It says "we're not feeling sure about who we are so we're trying out this new look." It's like the shy kid at school who wears a totally different kind of outfit on his first day of a new year, hoping others will see him as a changed person. A cooler version of last year's nerdy kid.

From a brand strategy perspective, I think Starbucks is wise to shift its focus beyond coffee. But, the cardinal rule still applies - never take your eye off that core equity. The equity upon which you built your kingdom. In Starbucks case, that core equity, simply put, is bold, over-caffeinated coffee.

But since Starbucks is as much about experience as it is java, food is a natural part of that evolution. And not just token food, but food every bit as good and every bit as unique as its coffee. Despite some recent attempts, I'm not sure they've nailed this yet. I'm encouraged to learn a new wave is afoot.

I wonder if the new logo may have been better saved for a bit further down the road? Once some of this magic extension they've foreshadowed has been unveiled to the public? By "wonder", I mean that's what I believe would have been the better move.

They say timing is everything and in this case, I think timing may be premature. For that reason, I'm cautiously calling this one OFF STRATEGY.
(but I wish them tons of luck with it.)