Discussion Essay Example | Topics and Well Written Essays - 250 words

Discussion - Essay Example To restore what had been lost Mr. Schultz brought back the original logo of the brown mermaid rather than the green mermaid. The purpose was to focus back on the nostalgia of the past and celebrate the long term successes of the coffee company. Remind the customer of the good times and tell them they will have more. Link to full article: http://www.businessweek.com/innovate/content/apr2008/id20080411_065581.htm Quote #1 The image of the twin-tailed mermaid inside the brown medallion harkens back to the chain's 1971 beginnings. The logo has evolved over the years, going from brown to green in 1987. This is the second time in three years Starbucks has trotted out the brown mermaid, inspired by a Norse woodcut. Back in 2006, she was resurrected to mark the chain's 35th anniversary. This time, she is a messenger for Chairman Howard Schultz, who is trying to restore some of the goodwill and warm feelings for the brand that have gone by the wayside because of increasing coffee prices, mach ine-made lattes, and bad press. Symbolic tenet shown in not what is shown or done, but what it means (Bolman & Deal, 2008). In an effort to generate the positive emotions of the past, Schultz is bringing out the logo (a symbol) of the past to try to regenerate those positive feelings.