What Happens When A Red Starbucks Cup Becomes A Seasonal Icon?

In the past few days Starbucks’ red cup has become the center of a controversial “war on Christmas” debate, with some folks saying that the company’s decision to remove Christmas iconography is due to their desire to distance themselves from the Christian faith. Say what you will about either side of the argument, but one thing remains strong—the Starbucks cup has certainly become an iconic cultural symbol of the holiday season. For most brands, this sort of brand association is ideal, but when a brand becomes a powerful cultural symbol it takes on the responsibility, whether it wants to or not, to live up to the expectations their audience has created.