1. Identity
Analysis
Rebecca Horton, SERV 724
Assignment ree, Part C,
18 Apr. 2012
Icon: The Noun Project

2. New York Times
Image: katphotos via flickr

3. Brand
Expression

4. Name
Wordmark Color
Icons/ Brand Shape
Symbols
Expression
Typography Pattern
Other

5. New York Times
Name
Wordmark Color
Icons/ Brand Shape
Symbols
Expression
Typography Pattern
Other
Images: New York Times website, PSFK,
CBS News

6. Sample Touchpoints
• Twitter and Facebook
feeds provide article
highlights
After accessing Before entering • Daily paper delivered
• Facebook “sharing” Times’ Times’ to home
platforms platforms
While accessing
Times’
platforms • Home delivery: physical
product
• Tablet, Desktop, and mobile
phone platfroms enable
seamlessdigital access
• Audio, multimedia, imagery
accompany articles
• Restaurant/city guides

7. Tone of Voice
“And the Walls Came Tumbling Down, Again” –recent byline
“opinionator” (opinion section)
“Maybe he had too many nachos as he watched the game, or a few too
many adult beverages, but …” -David Carr, columnist (emphasis added)
“But in an era of widespread interest, if not downright concern, about how
that ear of corn, destined for a pot of boiling water on a perfect summer
evening is grown, processed, marketed, distributed and used — and what it
means for health, commerce, the economy and even the
ecological state of the planet — colleges and universities have
come to realize that the classic food disciplines simply will not do anymore.” -
recent article, “Truly Food for ought” (emphasis added)
“MAYBE it’s no surprise that a yellow brick road winds through the
Googleplex” –Caitlin Kelly, technology columnist

8. Brand
Offering &
Delivery

9. Actual Identity
Digital video and
audio components
Website-based, print, and
mobile platforms with simple,
clean layouts
Rich mobile apps
environment High-quality infographics

10. Too Many Branded Spaces?
Images: New York Times

11. Actual Identity vs. Competition
Sensationalist High quality
Inopportune Timely
Inaccessible Ubiquitous
Timid Feisty
Derivative Original
Inconsistent Consistent
Key
NYT Washington Post Bloomberg Gawker

12. AC2ID
Test

13. Actual Identity
Communicated Conceived
Identity Identity
Ideal Identity Desired Identity

14. Actual Identity
§ Watching e New York
Times try to be even-
handed on some issues is
like trying to watch
somebody dance their kids’
dance styles. We look like
we’re trying too hard.” –Bill
Keller, NYT Opinion writer
§ Brand wants to be feisty, but
hasn’t quite found the
oomph
§ Brand has tried to be
everything to all people and
thus diluted its core offering
Image: yourdon via flickr

15. Communicated Identity
Print edition
App Environment
§ Multiplatform access with simple, clean layouts
and crisp imagery
Images: NYTCo.com

16. Conceived Identity
§ Users range from
diehards to extreme
antagonists
§ Many news browsers
believe that the Times
is in the midst of an
identity crisis
Image: csb13 via flickr

17. Desired Identity
§ I want to change the way
that people think about
information.
§ I am here for everyone.
§ I want to create and
maintain an
infrastructure that will
provide customers with
frictionless access to
news, information and
entertainment.
Image: City Magazine

18. Brand Gaps

19. e NYT says that it is for
everybody, but in reality
Actual Identity
only a select demographic
is willing to pay for a
subscription.
Communicated Conceived
Identity Identity While the Times has
sought to appeal to a
wider customer base, it
has lost its depth of
flavor for some readers,
Ideal Identity
Desired who feel that it has
Identity
become superficial in its
efforts to appeal to the
masses.
Gap Analysis

20. Actual Identity
Communicated Conceived
Identity Identity
Ideal Identity Desired Identity
Repositioning

21. What If…
Image: New York Times Press Images

22. Ideal Identity
§ Reposition the Times as
a luxury brand?
§ Charge a premium for
content tailored to the
Times’ core
demographics?
§ Master the art of doing
less!
§ Streamline channels and
make the content more
inaccessible/aspirational
Image: T Magazine

23. Starbucks Image: nickhumphries via flickr

24. Brand
Expression

25. Name
Wordmark Color
Icons/ Brand Shape
Symbols
Expression
Typography Pattern
Other

26. Starbucks
Name
Wordmark Color
Icons/ Brand Shape
Symbols
Expression
Typography Pattern
Other
Images: Joonbug.com,

27. Sample Touchpoints
• Beverage builder
• Store locator
• Digital coupons
• Collectible gift cards
• “My Starbucks Idea”- After Before • Online glimpses of fun
new stores
opportunity to share
suggestions online Store Visit Store Visit • YouTube promotions
• Virtual mug campaign
• Free music/app
opportunities
• Virtual valentines, etc.
• Rapid company
feedback via twitter
In-store
• Store Environment
• Barista
• Register
• Payment via phone

28. Brand
Offering &
Delivery

29. Actual Identity
Products and packaging
Variety of unique point-of-sale
touchpoints
Rich digital network with a
variety of apps and special
offerings, such as Beverage
Builder
Free music opportunities
Images: dailyshotofcoffee.com, bloggingstocks.com, starbucksmelody.com, joonbug.com,
starbucks.com, wiredfresh.com, mashable.com, flickrivr.com,

30. Personalized Digital Voice
Source: @starbucks Twitter feed

31. Actual Identity vs. Competition
Bland Flavorful
Hom-hum Inspiring
Inconsistent Consistent
Slow Quick
Difficult to Easily
find accessible
Key High-end Competitors Low-end competitors
Starbucks (Illy, Caribou, local shops) (McDonalds, Dunkin Brands)

32. AC2ID
Test

33. Actual Identity
Communicated Conceived
Identity Identity
Ideal Identity Desired Identity

34. Actual Identity
§ Brand look and feel is
synonymous across
chains, with the exception
of a few urban locations,
making it feel uninspired
and commercial
Image: WN.com

35. Actual Identity (continued)
Advice to senior management: “As far as leadership goes,
management and the corporate office must accept that baristas are
people, not simply tools as the espresso machines are. Each
partner has a personality and it shouldn't be suppressed by
unreasonable customer service, on-the-floor, and dress standards.
ey work directly with the folks that fund your life and the copious
amounts of dollars you make every year. People come to Starbucks
for a product, yes, but more importantly, it is for an emotional
connection, and a genuine one at that. at is priceless and
something only one human being can share with another human
being, not conditioned employees.” –Glassdoor.com review by a
former employee
Source: http://www.glassdoor.com/Reviews/Starbucks-Company-
Reviews-E2202_P3.htm

36. Conceived Identity
“People at this shop are
friendly and quick which
is good considering you
may want to get out of
the scary looking strip
mall as fast as possible. If
you like your Starbucks
its worth the risk.”
-bionicmomma,
tripadvisor.com
Image: Yelp

37. Communicated Identity
§ “We like to run wild
sometimes” -@starbucks
§ Clean, earthy feel in more
recent stores
§ “It’s true, we love you!”
–Starbucks cup
§ Menu synonymous across
US stores
Image: Starbucks.com

38. Desired Identity
§ I live to inspire and
nurture the human
spirit-one person, one
cup, and one
neighborhood at a time.
–Mission Statement
§ We have always believed
the way to build a great
enduring company is to
strike a balance between
profitability and a social
conscience. -2011 Annual
Report
Image: Mischelle via flckr

39. Brand Gaps

40. e company’s desired and
communicated identities evoke
images of a custom-order, high-end
coffee bar. Yet in reality the brand
often shows up in strip malls and
seems to embody the expression “We
give you what you ask for, but
nothing more.”
Actual Identity
Communicated Conceived
Identity Identity
Although Starbucks
claims to exceed customer
Ideal Identity
Desired
Identity
expectations, many
customers expressed
disappointment at the
brand’s automatic,
commercial feel.
Gap Analysis

41. Actual Identity
Communicated Conceived
Identity Identity
Ideal Identity Desired Identity
Repositioning

42. What If…
Image: Archithings.com, Starbucks concept store

43. Ideal Identity
§ Reclaim the high-end
international feel of
coffee
§ Keep menu options
manageable
§ Expand concept store
idea but take it lower-
budget
§ Consider localized
product offerings and
events
Image: Illy Café, Nice; Rebecca Horton

44. ank-You!