Starbucks was 40 years old and one of the most recognized brands in the world when it decided to revamp its logo in 2011. Yet the successful coffee chain knew that a number of factors, from a poor economy to more-focused competition, required it.
A less confident brand might not have pursued the change, but the bold move worked in Starbucks’ favor. The same goes for loyalty programs – regardless of one’s success and age, its operator needs to constantly watch out for....