A little more than 6 months ago, Starbucks experimented with what was being coined as an “unbranding” experiment. Faced with a high level of saturation in its Seattle, Washington market area, Starbucks dropped its brand name at an existing location, and replaced it with a descriptive “15th Ave E Coffee & Tea.” Starbucks was concerned that its growing monopolization of the market was creating resentment among its loyal flock. Was it in Starbucks best interest to be perceived as the giant now, beating the smaller, local, unique coffee houses out of business? Is this the double edged sword of huge success?
