There Goes the Neighborhood

Starbucks is taking on a little re-branding. But here's the twist: they're removing the Starbucks name from stores.

This trial re-branding effort is taking place in at least three Starbucks stores in Seattle. A few months ago, Starbucks began remodeling stores to reflect a more rustic, eco-friendly asthetic. Instead of keeping the Starbucks name on the door, the coffee purveyor is naming stores after the neighborhoods in which they are located. If the effort goes well, they may roll this model out in other markets.

This is a bold move for the brand, no doubt influenced by the criticism it's received for expanding quickly and beoming a little too corporate and cookiecutter. It's apparent Starbucks hoping to minic the look and feel of neighborhood coffeehouses.

All in all, this move leaves me with a funny feeling in my stomach. I appreciate that Starbucks recognizes the value in being authentic. But do they realize that authenticity is not something that is easily bought? And how will consumers really react to this? Will they feel the brand is trying to pull the wool over their eyes? That could spell trouble.
[via the Seattle Times]
[image via jackieam]