Thursday, July 16, 2009
The new un-Starbucks
Starbucks has announced that it is launching a new concept - a cafe that will serve beer and wine in addition to coffee and tea. While the concept of serving wine and beer at a cafe isn't innovative - the Europeans have been doing this for centuries, what is interesting, however, is that Starbucks is launching a chain of un-branded cafes. The pilot cafe will simply be called the "15th Avenue Coffee and Tea shop" - a rather neighbourly if generic name. Starbucks plans on launching a couple more of these cafes - one assumes using neighbourhood descriptors.
And this from Starbucks - lauded the world round as the king of the branded experience. The very same Starbucks whose green dot logo is worth billions.
Hmmm. Can you brand and create intrinsic value from a look or experience without a logo? Can you create a chain of cafes without a common name? If there were no more logos, what would Naomi Klein call her next book? (OK, just kidding)
What do you think about Starbucks new move?