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For many, the light at the end of the tunnel is upon us! For anyone who does not have AT&T as their cell phone provider and has clamored for an iPhone, the wait is over.

Starting February 10, the iPhone 4 will be available through Verizon Wireless, as Apple ends its exclusive deal that has been in place since 2007 with AT&T to offer the popular smartphone.

Apple will unveil some new features in the Verizon iPhone, such as a faster network and a mini Wi-Fi hotspot, which can connect up to five nearby devices.

The phone will be available to qualified Verizon customers on the Web a week early, then the main public will have access to the iPhone on the February 10^th dropdate.

What do you think: Smart move on AT&T’s part, or poor choice in losing brand leverage?
Verizon customers: Are you getting in line?

Starbucks revealed its new logo last week, removing the words “Starbucks” and “coffee” from its iconic green and black mermaid logo.  Is there something to be said for logos that can stand on their own? With this move, Starbucks is saying that its green mermaid symbol is distinguished enough by consumers that they will recognize the coffee giant without the company name.

This isn’t uncommon for companies to trust their brand identity solely on a logo.  Pepsi dropped the name from its logo during a recent logo redesign. And both Apple and Nike allow their symbols to speak for themselves.  Apple’s silver apple and Nike’s swoosh stand on their own as symbols of their respective company’s products, brand promise, and altogether corporation identity.

However, I can’t talk about logo changes without the recent Gap logo debacle going unmentioned.  The clothing store’s logo was drastically changed from its traditional navy blue logo to a more modern and updated logo. Gap executives possibly wanted to modernize their logo, but the new design was not well-received.  Immense complaints from consumers about their distaste for the new logo filled Gap’s Facebook and Twitter sites.  Within days, the new logo was out, and the old logo was back in.

Why did Gap’s logo redesign fail? Simple psychology says that people aren’t big on change, and the new Gap logo was not only poorly-made (some would argue), but it was vastly different from the old logo and may have been too much for the public to handle.  Starbucks’ new logo, which will go into effect in March to celebrate the company’s 40^th anniversary, still has the same green coloring as the old logo and the same mermaid image.  Aesthetically, the design changes are minor, and therefore could be slight enough that the public will be satisfied with the modifications.

Logo redesign worked for Pepsi and failed for Gap; will the Starbucks mermaid be recognizable enough without the company name? They’re definitely counting on it.

“Chaos is inherent in all compounded things. Strive on with diligence.” [Buddha]

During this decade, we’ve found ourselves exposed to incredible challenges, as both a society and an economy. Our markets, fortunes and wellbeing have been a lot like eating shellfish: what goes down…can come back up.

In the last year, the signs of economic recovery are certainly clear, though measured. Factories and inventories are operating closer to pre-recession levels, homebuilding numbers are rising and we’ve had a third straight quarter of expanding GDP. The economy’s rebound has even caught the attention of Berkshire Hathaway’s Warren Buffet who, with a significant exposure to home product brands, said recently, “I see our businesses coming back almost across the board.”

Many people consider this past decade the worst ever and perhaps it has been a bit of a downer, but not without significant triumphs. Look no further than the Green movement and the awareness raised for sustainable living for an example of progress. Technology has made incredible leaps as well. (What cell phone were you using in 1999?!) And, of course no decade recap would be complete without noting the rise of everyone’s favorite buzz word: social media.

In fact, I believe social media to be the single most exciting innovation of the decade. Never before have individuals held such connectivity. With the ability to make your voice heard comes significant power, as an individual, consumer, business or marketer. Now more than ever before, if what you’re saying matters, you will be heard.

In more recent news, we have experienced the best September in the stock market in 71 years and many signs are pointing to a more widespread economic stabilization. While the recovery will be measured in pace, it will also be predicated on sustainable practices, manageable consumption trends, and improved business efficiency. The pitfalls of this decade have tested us, but they have also made us resilient. We’ve been forced to become more innovative, more balanced, and most definitely, more humble.

Check out other responses to this week’s Let’s Blog off topic, Is there a reason to be optimistic?, here: www.letsblogoff.com.