Starbucks Brand Experience
Back to the cinnamon logo, as far as I know this isn’t a system wide phenomenon. Someone decided to put some extra effort into the delivery of their product. As a result the consumer thought it was worthy of sharing and the next thing you know we are talking about the Starbucks Brand experience.
Will this increase sales at Starbucks? Who knows, probably not, but it does help build Starbucks brand value. It is the little extras, the attention to detail that turn a routine visit for coffee into a product photo op. It’s memorable and it grabs attention, a pretty good brand engagement recipe.