Lamenting the loss of a brand

You remember those green Starbucks logo-ed cups don’t you?

The other day, as a friend and I waited on our cappuccinos- she turned to the merchandise selection and pulled out a coffee carrier- with the well-recognized green logo on it. She hinted that I should get it, before the green on that went away as well!

Interesting thought – is that one of the ultimate signs of brand loyalty- lamenting the loss of a brand? or an essential part of it?

To think about it – I would be very upset if Clinique discontinued their ‘Happy’ perfume brand or if Rosa Mexicana stopped serving fresh table-side guacamole, which as most of you probably know - is such a defining characteristic for them.

Logos, slogans, signature items (The LV Logo bags/Amazon’s 1 click ordering), even customer service (think Nordstrom/JetBlue) all make up the brand. Just so you know- I, personally don’t think I can fall in love with Starbucks’ brown logo-ed cups.

Lesson learned: If your loyal customers are going to lament the loss of some part of your brand, which affects the business they do with you - think twice about doing it.