"I found that strategy particularly intriguing — when brands create things that make you feel like you’re different from everyone else," as Hainsworth says.
Consider this: without the green mermaid icon printed on its side, would the cup be as valuable? It certainly wouldn't. And that's because this now universally iconic cup tells a story—not just about Starbucks, but about the person holding it.
That's the power of iconic and intentional branding.
"I think that genuinely good branding involves an examination of every single way the brand, the product, and the experience is viewed," says Hainsworth. "Everything that you do, everything you release, everything you say — everything is the cumulative expression of your brand."
By neglecting this aspect of your business strategy, you risk losing what makes your cause or product unique and different. And, you could become just another cup of dirty bean water in a cheap cup.