Did you see the latest earnings report for Starbucks? Well, their earnings rose from 16 cents a share to 24 cents and beat Wall Street expectations. Look, it does not take a branding connoisseur to recognize that a rise in earnings is not typically related to a singular event.
What goes through your mind when you hear that a company has changed its name. If you’re like me, you think, “why?” And right after that, you think, “did they do it for the right reasons, or the wrong reasons?”
Green is the new currency of status. Out is the ostentatious display of self-indulgent luxury. In is being an environmentally responsible, renewable resources conscious, carbon footprint sensitive minimalist. Is it surprising, then, that in a highly competitive world, consumers, brands and companies are racing to tout their greenness?
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