Since I’m on the topic of building a community and personality around a brand, I think it’s worth mentioning this recent Starbucks campaign. After a wildly successful run of bringing cool coffee culture to the masses, Starbucks basically lost any sense of personality or distinctiveness. In an attempt to recapture some of that, founder Howard Schultz returned as CEO and they launched a campaign taking them back to their roots in the Pike Place Market in Seattle. One component of the campaign is a return to the original (and kinda much awesomer) logo on their disposable cups and promotional coffee mugs. It seems to be a step in the right direction for the company image, but it remains to be seen if they’re really able to recapture some of their feisty personality, while trying to provide a consistent experience to customers around the world.