{"id":2285,"date":"2010-03-02T14:30:00","date_gmt":"2010-03-02T20:30:00","guid":{"rendered":"http:\/\/selectmetrix.com\/blogs\/2010\/03\/bou-branding\/"},"modified":"2010-03-02T14:17:37","modified_gmt":"2010-03-02T20:17:37","slug":"bou-branding","status":"publish","type":"post","link":"http:\/\/selectmetrix.com\/blogs\/2010\/03\/bou-branding\/","title":{"rendered":"Bou Branding"},"content":{"rendered":"

Being a coffee addict, this news<\/a> is huge for me.\u00a0 Caribou is rebranding itself with a new logo an some drinks\/products (I\u2019m in it for the coffee so these ancillary items are inconsequential to me).<\/p>\n

Alfredo Martel, Caribou\u2019s senior vice president of marketing, said that the new logo focuses on \u201coptimism and an optimistic outlook on life.\u201d<\/p><\/blockquote>\n
Don\u2019t you love that?\u00a0 That is a pretty heavy analysis of what seems to be a simple logo.\u00a0 I was more intrigued by the fact that the new logo uses a coffee bean for the caribou\u2019s body.<\/p>\n
I\u2019ve read some articles commenting that recessions are good times to rebrand your company.\u00a0 I think that is a sound principle.\u00a0 Once I see the new logo hit the street, I will be more likely to stop in and check out the changes.\u00a0 However, $4 coffee drinks best have a solidified hold as a needed \u201ccomfort food\u201d to survive the tightening of the American wallet in this recession.<\/p>\n","protected":false},"excerpt":{"rendered":"
Being a coffee addict, this news is huge for me.\u00a0 Caribou is rebranding itself with a new logo an some drinks\/products (I\u2019m in it for the coffee so these ancillary items are inconsequential to me). The logo change: Here is the part of marketing\/branding that catches my attention: Alfredo Martel, Caribou\u2019s senior vice president of marketing, said that the new logo focuses on \u201coptimism and an optimistic outlook on life.\u201d Don\u2019t you love that?\u00a0 That is a pretty heavy analysis of what seems to be a simple logo.\u00a0 I was more intrigued by the fact that the new logo uses a coffee bean for the caribou\u2019s body. I\u2019ve read some… Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"","bgseo_description":"","bgseo_robots_index":"","bgseo_robots_follow":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[17],"tags":[1533,1532,66,1534,1535,1763],"class_list":["post-2285","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-branding","tag-caribou","tag-coffee","tag-logo","tag-logo-change","tag-marketing"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5Oho-AR","jetpack-related-posts":[{"id":1296,"url":"http:\/\/selectmetrix.com\/blogs\/2007\/11\/starbucks-statistics\/","url_meta":{"origin":2285,"position":0},"title":"Starbucks Statistics","author":"Derrick Moe","date":"November 17, 2007","format":false,"excerpt":"As a complete coffee addict, I found these statistics about Starbucks remarkable: Starbucks's closest competitor in the coffeehouse market, Caribou Coffee, is just one-twenty-fifth its size. Every 10 weeks, Starbucks opens as many stores as the total number of Caribou outlets. Starbucks has had 14 straight years with at least\u2026","rel":"","context":"In "Anecdotes"","block_context":{"text":"Anecdotes","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/anecdotes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":174,"url":"http:\/\/selectmetrix.com\/blogs\/2006\/07\/marketing-on-eggsseriously\/","url_meta":{"origin":2285,"position":1},"title":"Marketing on Eggs…seriously","author":"Derrick Moe","date":"July 17, 2006","format":false,"excerpt":"I just read CBS to Launch Offbeat Promotion on Eggs. CBS is going to advertise on eggs that you purchase in the supermarket. At first I was taken aback by the entire ubiquitous marketing approach of our society. Then I thought I would probably be intrigued if I opened the\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"http:\/\/selectmetrix.com\/blogs\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1627,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/06\/employment-branding\/","url_meta":{"origin":2285,"position":2},"title":"Employment Branding","author":"Derrick Moe","date":"June 20, 2008","format":false,"excerpt":"We work under a premise that my father is fond of saying, \"They typically don't need longer to say yes.\"\u00a0 This is a truth of life that plays out time and again.\u00a0 There is one group of people that truly understands this principle...candidates.\u00a0 If they do not receive any feedback\u2026","rel":"","context":"In "Hiring"","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":912,"url":"http:\/\/selectmetrix.com\/blogs\/2007\/05\/coffee-culture-marketing\/","url_meta":{"origin":2285,"position":3},"title":"Coffee Culture Marketing","author":"Derrick Moe","date":"May 11, 2007","format":false,"excerpt":"I graduated with a degree in psychology and I have a coffee addiction so abcnews.com's article was irresistible: Starbuck's Psychology. The article points to some specific, subtle marketing principles incorporated by the ever-expanding Starbuck's chain: It has everything to do with the marketing strategy behind this designer coffee chain, which\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"http:\/\/selectmetrix.com\/blogs\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1710,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/08\/more-than-a-name\/","url_meta":{"origin":2285,"position":4},"title":"More Than A Name","author":"Derrick Moe","date":"August 18, 2008","format":false,"excerpt":"Here is an interesting post from one of Inc.com's blogs.\u00a0 This one discusses the importance of a company's name for branding purposes.\u00a0 The short post contains something simple, but profound: In fact, only one of the 12 -- Jeff Taylor, founder of Monster.com -- felt the name he selected was\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"http:\/\/selectmetrix.com\/blogs\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1615,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/06\/creative-employer-gas-programs\/","url_meta":{"origin":2285,"position":5},"title":"Creative Employer Gas Programs","author":"Derrick Moe","date":"June 13, 2008","format":false,"excerpt":"This article from abcnews.com discusses different corporate plans to help employees deal with the rapidly increasing gas price.\u00a0 Of all the creative approaches I have read of late, I think this one takes the cake (my bold): The career search Web site Jobing.com's program really helps employees' wallets. 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