What Business Is It of Yours?

I'm a little surprised by what has become a routine outcry among my friends in the design community. It's like every time a company comes out with a redesigned logo, they have to do it gingerly, carefully, calculatedly and nearly scared, knowing that a huge storm of criticism is about to be unleashed. Starbucks' CEO has to release a minute and a half video explaining the evolution of its iconic "siren" logo? Of course it didn't change the fact that designers the world over are up in arms. And I don't doubt for a second that Starbucks knew it was coming and welcome it. "This buzz is going to be great for us," someone said in Seattle.

Did The Gap suffer slumping sales after the online backlash that compelled them to drop their logo change? Did the people making all the noise even shop at The Gap? Gap showed extreme spinelessness during that uproar. I hope Starbucks doesn't yield.

If I had a company, I would change the logo overnight, without fanfare and without pandering. Not so much as a press release. Just send the sign crews out and get it done on the storefronts and swap out the in-store stuff as the old stuff runs out. Without focus-grouping and without crowd-sourcing. Starbucks is Starbucks. Your average Starbucks consumer might someday look at the cup and go, "Hmmm - they changed the cup a little," and then never give it a second thought.

(Click for bigger)

But we live in Insta-World^TM, in this consumer-driven, conversation-intense environment where the slightest misstep, or perceived misstep, is amplified and bounced around the world in seconds, where everyone's an expert and a company is nearly paralyzed with fear to make any move. And if they get criticized, they must hurry to the defense and engage a team of brand reputation management specialists to reply to negative tweets or blog posts or Facebook updates. Hurry! Scrub the wires for any negative mention that might hurt us.

You know what, big brands? They're just a bunch of noisemakers trying to make noise. For every whining baby out there making a stink about your products or service, there are likely a thousand loyal and satisfied customers you will never hear from. You go ahead and do what you can to alleviate legitimate gripes and resolve obvious issues. That's just smart business and wise customer service. Businesses were doing that long before social media came into relevance.

Brand loyalty is a wonderful thing. I'm not a Starbucks guy, but I know plenty of people in love with the stuff. They're not going anywhere. But if they want to chime in and tell you what to have as your company icon? That's when you tell them they might be happier with a cup of coffee from 7-Eleven.

A Hovercraft in Every Drive

Instant breakfast on the table at 6:45

Friends of the show Jason Fox and Russ Smith both sent in links this week to sites about actual working jetpacks.

Jason, a Dallas-based copywriter who authors the hilarious Ad Hole, (and is now the proud father of twins. Congratulations, Mr. & Mrs. Fox.) sent in this one. Russ, (who I'm not sure I know what he does, but he reads this blog and might live in either Ohio or Colorado based on his Picasa set) sent in this one.

Thanks to both of them for the heads-up, but as I've said before, until a jetpack is available at Wal-Mart for a decent price and can go more than a quarter mile on a tank of fuel, this blog's name stays as is.

(I'll be linking to you both this weekend in the "Linkers and Lurkers" section to the right. Also, Joker, who writes a thoughtful blog and comments here late at night after he's been drinking heavily. Unless Joker is Russ Smith.)

On another note, I suppose it's time to cease receiving US flag redesign submissions, since Ben Mall, better known to the Internet as Texan in Hippieland, was the only one who sent in a design. Here's Ben's. It looks suspiciously similar to the Texas flag.

Redesigning the US Flag

I grew up in a very patriotic household, and flag respect was taught at an early age. For example, “If the flag touches the ground it is required that we burn it,” or “The flag will never be flown at night unless it is illuminated,” and “The flag shall not be worn as a bandana, t-shirt or any other article of clothing.” (And those were Mom's rules. Dad's were even more stringent.) But even with all that built-in respect, I find that I hate the American flag.

Now, before you get your patriotic panties all in a wad, allow me to clarify: I think the design of the US flag is hideous. It’s the world’s most tasteless and gaudy flag design. What were they thinking when they came up with this thing? Besides the fact that it is “star spangled” (the gayest term ever) it’s also off balance. In some instances it can actually look like it’s being displayed backward. We’re accustomed to seeing the blue part on the left, but when it’s on the right sleeve, or on the right side of an airplane, the blue is on the right. (The reason they do this is that the flag must never look like it is in retreat; it is always displayed moving forward, as into battle.) And what happens if we add more states some day? We gonna make room for more stars in the blue field? Stupid idea to add stars every time you add a state. And thirteen red and white stripes? Dumb. Looks like peppermint.

So, let’s fix it. I’m calling for entries. Send them to jetpacks(at)gmail(dot)com. Here’s mine.














UPDATE: Dad weighs in. "uh oh .....touchy subject! I would imagine you'll get some responses! Personally I like the design...maybe because I grew up with it...but I think it's the best looking flag out there. And adding a star for a state? That's dynamic! "