The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from the logo is blasphemous. And not because Starbucks shouldn’t launch non-coffee products. Starbucks should be thinking of launching non-coffee products. But not with the Starbucks name. They should think like Toyota and launch brands like Lexus, Prius and Scion. Instead, Starbucks seems to be planning line-extensions that will dilute the brand in consumers’ minds. And nothing is worse that a watery cup of Joe.
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Branding expert, Laura Ries, talks about Tiger Wood's returning to the Masters Tournament and the benefit to his sponsors on the Fox Business show Varney & Co on March 17, 2010.
Tiger Woods was a rare breed. A phenomenal athlete who delivered consistent record-shattering victories on and off the course with style, grace and integrity. In an intense game like golf, Tiger built his reputation by performing under pressure. Tiger transcended from being one of the best athletes ever to being one of the best celebrity brands ever. That was then, this is now. The world’s good boy has suddenly gone bad. The guy who seemed to be perfect in every way has been discovered to be a mere mortal like the rest of us. Tiger’s fall from grace is a catastrophe we have never seen before because Tiger was a brand we have never seen before. Tiger’s image was so pure, so squeaky clean and so universally appealing that his God-like status, his walking-on-water video and the founding of the First Church of Tiger Woods all seemed so well-deserved.
It's amazing how many of the world's most successful entrepreneurs quickly forget what made them famous. The latest example is Kevin Plank, CEO of Under Armour. What made Under Armour famous? It wasn't a Super Bowl ad. It wasn't a massive marketing campaign. It wasn't ego or hype. What made Under Armour famous was "performance apparel" a new category Kevin created and carefully nurtured.