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From new logos to New Coke: when corporations make mistakes
From new logos to New Coke: when corporations make mistakes

NEW YORK — It was a tempest in a coffee cup. Mega coffee chain Starbucks wanted to spark a conversation about race when it asked baristas to write "Race Together" on customers' cups as part of a broader effort, but people standing in line for their morning java were not amused. Many voiced complaints on social media and elsewhere that they didn't want a debate with their brew and Starbucks ended the campaign Sunday, although they said the campaign was always meant to be brief. Corporations spend millions to make sure their products, logos, and branding and marketing are top of mind for consumers in a positive way. But that means that when corporate missteps...

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