Marketing Currents - Business and Marketing Current Events

The latest Starbucks secret menu item is a ‘natures cereal’ drink


So you’re a hardcore Starbucks fan, you’ve tried all of the drinks on the secret menu, you’ve been a gold member since they first rolled out their rewards program, and you’ve read up on all the weird rules its employees have to follow. But there’s a small detail in the coffee chain’s logo that even its biggest fans haven’t noticed. We know, you might be thinking, “How could we not notice something in such a simple logo?” We said that, too.

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Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important to a company like Starbucks?
  3. Do you think Starbucks has loyal customers? Why or why not?
  4. Why do you think Starbucks offers a “secret menu”?
  5. How do you think Starbucks determines new flavors for the secret menu?
  6. What is branding?
  7. Why are logos important to a company’s brand strategy?
  8. According to this story, what alteration did Starbucks make to the logo in 2011?
  9. Why did Starbucks introduce such a minor change to the logo?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.