You’d think for a company as big as Starbucks that has their logo imprinted on their cups, sleeves, bags, etc. that there would be no better place to put it than on the top of the cup and in your face when you drink it.
It’d probably cost them next to nothing to make their own lids with the logo molded right into it or pay SOLO (the current name on the lid) to make the lids for them.
So with branding/advertsing being “everything” these days why does Starbucks let SOLO have their name on the most prime advertising spot?
They don’t need to advertise to you - you just bought a coffee. The guy sitting across from you on the subway, on the other hand, who’s in position to see the side of your cup as you drink, may be coffeeless and susceptible to the subtle psychology of the big logo on the side.
Even though we know darn well (do we?) the logo ink will not run with hot liquid and the ink is not made from mushed cow turds, there’s something nicer psychologically about a clean white lid you put your lips onto. Even though you don’t really know who handled that lid before you…
There’s no point in advertising to you - you can taste the brownish liquid in the cup. You’re not going to buy it again. The guy sitting across from you on the subway, on the other hand, who’s in position to see the side of your cup as you drink, has no idea that the stuff tastes as it does and may be susceptible to the subtle psychology of the big logo on the side. 