Starbucks Corporation has unveiled the latest version of it’s corporate logo. Gone is the outside ring with the words “Starbucks Coffee” and a larger version of the Siren — a “celebration of the siren in a much bolder way“. Yawn… but is this really what Starbucks should be focusing on? As someone who spent most of my career in the service of iconic brands like McDonald’s, Microsoft, and Oracle — this represents thousands of hours of Starbucks employee’s time. As a customer or a stockholder do you feel this is where the company needs to be focusing this kind of investment? I think not. Don’t get me wrong, this type of effort can be very powerful if properly focused — I was at McDonald’s when they rolled out the I’m Lovin’ It tag line and it was remarkable how our marketing efforts were reinvigorated around the globe. I just don’t get the feeling that this is that type of change within the company.