Starbucks Reveals New Logo
The Story
Starbucks has a new logo, its fourth in the company's 40-year history. The logo drops the name and reflects a simplified design.
Discussion Starters
- How do you like the new logo compared with the previous logos?
- Read a post by CEO Schultz about the change. What does he say are the reasons for the new logo? What other reasons could the company have?
- In what way does the logo accomplish its purpose? How does it miss? Watch the video, below, about the logo. Evaluate this video according to principles in the book about oral presentations. What works well, and what would you have changed?
Assignment Ideas
- Imagine that you work for Starbucks as a graphic designer. Create a presentation template in PowerPoint, Prezi, or Google Docs Presentations. If you're using slides, include at least a title slide, master slide, and one page for the main slides that shows off the new logo.
- Create a handout that explains the new logo. Imagine that you're giving a presentation to store managers to explain the change. You'll give the managers the handout at the end of your presentation to them.
Jets Coach Rex Ryan, "Great Orator"
The Story
The New York Times reports that Rex Ryan, coach for the Jets, is lauded by the team as a "great orator -- part general, part politician, part football coach, a toastmaster at heart."
WARNING: LOTS OF CURSING! This video isn't for everyone.
Discussion Starters
- After watching one of Ryan's speeches, do you agree with the assessment that he is a great orator? Why or why not?
- What was the most inspiring speech you have heard? What did the speaker do or say to motivate you? In what ways was the speech meaningful for you?
Assignment Ideas
- Watch one of Ryan's speeches. What from his approach -- other than the cursing! -- could you incorporate into your business presentations? Identify 3-5 aspects that could work in more professional speeches.
- Imagine that you're trying to motivate a team of athletes to win an important game. Identify a scenario (the sport and why the win is important), and then prepare your extemporaneous speech by writing an outline. Deliver your speech to the class. After the speech, discuss how you could include some aspects of a motivational speech for athletes into your business presentations.
TSA Video Responds to "Pat Down" Criticism
The Story
Travelers who decline a full-body scan at the airport will be subjected to a "pat-down." Facing customers' concerns and confrontations at the airport, Transportation Security Administration (TSA) Administrator John S. Pistole issued a video, "Helpful Hints for Holiday Travelers."
Discussion Starters
- What are your impressions of Pistole's video? At what point are you most convinced and reassured? least? Download the script.
- Before the new procedure was in the news, on October 28, 2010, the TSA had issued this statement: "TSA is in the process of implementing new pat-down procedures at checkpoints nationwide as one of our many layers of security to keep the traveling public safe. Pat-downs are one important tool to help TSA detect hidden and dangerous items such as explosives. Passengers should continue to expect an unpredictable mix of security layers that include explosives trace detection, advanced imaging technology, canine teams, among others." Is this enough for people to understand? What communication strategy would you have suggested for the TSA?
Assignment Ideas
- Write a script for your own video. Or, rewrite a few lines from Pistole's video.
- Watch Matt Lauer's video interview of Pistole on the Today Show. In small groups, discuss how well Pistole responded to the questions. What strategies for handling questions did he use successfully?
- Rewrite the TSA's November 21 response to the controversy using business writing principles, particularly analyzing your audience and using simple, clear language.