Kendra_Ch5

Encoding

In Chapter 5 there is a section that talks about encoding. Encoding is putting thoughts, ideas, or information into a symbolic form. The sender's goal is to encode a message in such a way that it will be understood by the receiver. Sometimes a marketer may change their logo as a way of sending a different message to their consumers. In 2011, Starbucks changed their logo and dropped the "Starbucks Coffee" to display more of the iconic siren. They changes their logo to have consumers think beyond just coffee because the company is including other product categories. This doesn't work for some companies though, Gap tried to change their logo in 2010, but due to so much backlash on social media they changed it back a week later.

http://money.cnn.com/2011/01/05/news/companies/starbucks_new_logo/
http://money.cnn.com/2010/10/08/news/companies/gap_logo/