People  are calling Starbucks new Via Instant Coffee a “down-market” drink. I think the drink and its rollout embody all that a company should in a time of recession – change and development. It may not be the same as a freshly brewed cup of Breakfast Blend, but it’s most certainly a step up from home- (or office-)brewed Folgers!

Those of you who know me, know that I preach renewal, change, adaptation, and perseverance during these hard times. Starbucks closed around 600 stores in 2008. They had to make changes to stay afloat. Tapping into a market that desires fast services for a smaller fee may help pull them through the recession.

The company hopes to tap into the huge market of instant coffee, while simultaneously boosting the not-so-popular beverage’s image. Their new product boasts a delicious cup of Joe for less than the cost of buying a brewed cup in-store. Buyers have been reportedly using the powder to bake with (I’d like to try this, as coffee greatly enhances the flavor of chocolate), as well as using it for its intended purpose – a fast cup of coffee during a busy work day.

I think they have a real shot at boosting sales and grabbing their share of the market. They’re providing a quality product that people can afford. I can’t wait to taste it!

Think they can pull this one off? I do. After all, they are the ‘Bucks!

Please share your thoughts on this!

Obama speaks constantly about personal responsibility. When he was elected President, he spoke about that very subject. He urged Americans to understand that he alone could not make progress. He wanted to make sure we all knew why he was elected – to lead us to greatness. But what good is a leader if his team does not follow directions? People are still doing the same crap they were doing a year ago. Asking for government money to dig themselves out of holes does not solve the problem. Businesses are going to have to fail! That’s right. Big time fail. People will lose their jobs and things will suck for a little while. However, this can easily be turned around. If business owners start planning now to make changes to their products and services, they’ll be prepared for the failing of their current businesses. They’ll have a plan in place with new products and technology that will drive business, create more jobs, and make money. Yes, some people may be out of work for a little bit, but soon enough, if these business owners smarten up, things will turn around.

So, I say let’s stop blaming the Prez and putting everything on his shoulders. Let’s take responsibility and buy local, buy American, and change our mindset. Let’s start new, sustainable businesses that are good for our planet and humanity. Let’s discourage the production and purchase of plastic crap from China and focus on playing with our children and teaching them how to be tomorrow’s citizens. Let’s adapt to the times, people! We did make quite a jump from caveman status over the centuries, am I right? There’s a reason we’re the dominant species. If we continue this stupidity, we’ll be nothing more than ants.

Change keeps us afloat. We aren’t riding horses to work anymore. We aren’t still using the USPS to send a letter to grandma. If not for change, I’d be writing this rant via candlelight on parchment with a quill and ink. I love change! It’s the only thing that’s certain, and it most certainly will be in our future. If we don’t change, we perish.

I challenge you to embrace change and adaptation. If you are failing at what you do, it is time to try something new. Go back to school; find a new product; support research and technology. You can even do something as simple as help someone who needs help. Step out of your little box and see what humanity is all about.

I’m done now. Thanks for reading.

In a press release on March 16, 2009, Wal-Mart explains how the downturn in the economy led them to redesign their brand to appeal to a wider market. More and more Americans are pinching pennies and looking for ways to save. Walmart hopes these people will turn to Great Value.

Not only did the outdated logo get a new look, but the products and packaging also underwent dramatic changes. Products were submitted to rigorous market testing, while packaging was reduced when possible to maintain the company’s sustainability commitments.

Walmart isn’t the only major retailer that saw an opportunity for growth during tough times. Target has also revamped its store brand to maintain consistency and recognition throughout the entire store. Target’s marketing campaign for Up & Up boasts that they carry over 600 products for under five bucks.

Did Target do the right thing by rebranding? Check out this blog post for an interesting take on the matter.

Personally, I think the brand change by both companies was a smart move. Both logos were outdated and inconsistent. Now both are clean, crisp and recognizable.

In my opinion, this was a great time to spend the budget on a revamp. People are saving more and spending less, and store brands are key to many a household budget.

If you’re thinking about rebranding to appeal to an audience that might use your product now when they never have before, follow these two giants’ lead and jump into the waters of change!

My point? I’ve seen what is working in these times of hardship. The key is this: If something isn’t working, try something new.

Got laid off? Business failing? Get a new career. Go back to school. Start a new business. Do something you love for a change. Or take a chance and do something you don’t like because you know it will put food on the table. Work hard. Do SOMETHING.

The businesses I work with are finally starting to see the value of separating themselves from the pack. If their products aren’t selling, they’re offering a new product that caters to today’s green-minded and budget-minded public. If their marketing tactics aren’t working, they’re going for a truthful, direct approach to selling their goods and services.

This is the only way that businesses will survive. Some businesses will die out, and that’s just fine. The public is changing and so are their tastes. But the smart owners will tap into the next big thing (or the next new thing) to stay afloat.

It’s not that difficult to do something new. It just takes research and hard work. Find out where your talents can be used. Find out what the public needs and fill that need.

Don’t sit back and wait for the wave of layoffs if you know it’s inevitable. Be proactive and prepare yourself for the storm. An umbrella and a raincoat go a long way in the rain.

Like I said, I’m no economist, but I know what works. I’ve seen it, and I’ve done it.

To living!

Brianna
Owner and Mad Designer
Mad Hatter Design Company

Thanks for your input and advice!

P.S. Regarding Mad Hatter Design Co. – it really hasn’t affected my business either way. People are still starting up small businesses and I am getting requests for logos regularly. The only downturn I’ve seen is because of the Christmas season…but clients are booking for the first of the year instead.