One of the most interesting books last year is Clay Shirky's "Cognitive Surplus: Creative Surplus: Creativity and Generality in a Connected Age>," and Shirky thought that rich societies had many extra talent and time, but that excess "Cognitive" ” been wasted over the past decades watching TV.However, the inventions of the Internet, these talents and times, have now been directed to more productive things.
There are a lot of people who are now focusing on the business logo.Howard Schultz, president of Starbucks, recently announced that Starbucks will change the words logo, Starbuks, and coffee in March to celebrate 40 weeks, and that the mermaid (or the selkie) will be released from the circle that she was locked in.
Starbucks is hoping to join the group by simply one single sign: Nike and hook, McDonald's and gold arches, Playboy, and rabbits, Apple, and Apple, but Starbucks is likely to join the larger group of people who have been forced back to the original logo by the Internet mob.
When Starbucks announced the operation, all tribal and Twitter people were mobilized.Starbucks websites are full of complaints, such as "Focus on your business, forget this stupid idea."Fox News compared the offer to a famous singer, Prince, who replaced his name in 1993 with a word that could not be pronounced, and a few years later he changed his name back to his original name.Last October, Gap, a veteran of the US card clothing industry, also announced that the classic Gap would be replaced by fans online, and that the company would immediately switch back to the old trademark in less than a week.
Why do people react so much to changing logo?A significant reason is that these altered logo and names are not very ugly, and they are difficult to pronounce.The Piper of BT (Piper) appears to be a man who drinks too much wine, while the Scifi channel (a science fiction channel under the US NBC) has decided to call himself SyFy, but has been nicknamed "syphilis".
In addition, the management of the management of the brand logo and name is often used to counteract the nonsense.” This is a journey to ” our importance to consumers, " Marka Hansen, president of Gap North America, said in a defense of Gap's new logo.When Arnell group redesigned the logo for Pepsi at a cost of $1 million, the Golden Ratio and Gravity Pull were mentioned, and said that "returning to the original root causes Pepsi to move forward as it will change the way it is going forward."
But why doesn't consumers simply shift loyalty and brand new brands instead, and ask companies to switch back to their original logo?The answer may be that people have a passion for certain brands, not only to buy clothing, but to buy coffee in Starbucks, but to believe that they belong to that group defined by Starbucks and Gap.
Another possible answer is that the more choices that people have, the more they value their familiarity with the things they are familiar with.In modern society, consumers generally can have a very diverse choice-each supermarket has 30,000 commodities, and every year the U.S. Patent and Trademark Office audits more than 200,000 new trademarks, and consumers are simply being drowned out.The Homo economicus, defined in economics, can carefully consider every option, but as a simple Homo Sapiens, we can only grasp the logo of understanding as a way to find an order in the chaos world.
There is also an interesting point about the logo argument.There is an implicit feeling that tribal people have an implicit feeling on the Internet that "they" (the stubborn business) will change before they ask "we" (truly important people).This may reflect the growing power of consumers in the increasingly congested commodity markets, as well as the fact that brands are owned by everyone, not just those nominally owned by them.
In fact, most companies have been inclined to encourage such participation by consumers.Businesses are not only trying to create emotional connections to consumers (such as encouraging consumers to like Facebook), and even include consumers' opinions as part of their internal business operations.The beverage industry Snapple encouraged consumers to come up with new flavors of beverage.T-shirt, Threadless, encourages the consumer competition to design T-shirt.
Starbucks has stood at the forefront of this consumer revolution.Starbucks enquired about customers' opinions about everything, from the atmosphere of the storefront to the environmental policy.It emphasizes that it is not just selling coffee, he sells a threshold, and it goes into a community of people who have a group of similar souls (who should be very different from those who buy coffee only at McDonald's or dunkin-donuts) (not home or working).
Starbucks' new logo is in fact ambitious.President Schultz hopes to release Starbucks from traditional coffee shops.Some of the doors will even be sold in the future.More Starbucks brand products will appear in supermarkets.Starbucks also hopes to step in step with the development of the Chinese nation.Such changes are also difficult for businesses that use old-style traditional management methods.Schultz and Starbucks will explore whether an enterprise that devolts power to consumers is likely to make a difference.
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