The webinar showcased the Starbucks' logo change as a real world example and explored how to capture meaningful feedback from your customers using iMarkIt. iMarkIt is a virtual concept testing tool that enables customer feedback on creative, interactive, motion, and written content.

1. EXAMINING YOUR BRAND IMAGE: WHAT CUSTOMERS REALLY THINK Presented by: Terri Sorenson Marketing and Product Specialist Itracks www.itracks.com

3. About Examining Your Brand Image How important is a Logo to a brand? What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon. A logo is for… identification Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain.

4. Is changing a familiar logo a good idea? Customer rejection resulted in the Gap reverting back to their original logo…Happy Customers = increased sales. Customer insights beforehand assist in marketing decisions. Examining Your Brand Image

9. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise January 2011 Starbucks announces a New Logo…….

10. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Social Networks were a buzz.... So we decided to run a little experiment with iMarkIt!

11. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Now it is your turn…..

12. Exploring an iMarkIt Exercise Starbucks Logo Change … What do customers think? What do you like? What do you dislike?

13. Exploring an iMarkIt Exercise Starbucks Customers – Visit at least once a month The highest frequency focuses on the center of the logo.

14. Exploring an iMarkIt Exercise Non Starbucks – Less than once a month to never The highest frequency focuses on the center of the logo.