Reuters just came out with an interesting piece on the state of affairs regarding chain stores and national brands. It uses the example of Starbucks opening new locations without their logo or brand on the business. It seems as if there is a growing backlash against the homogenized chain stores in small communities around the country. This is good news for all small businesses trying to survive and thrive in a post recession economy.
“To them, the names of the stores represent a brand crisis. Quite rightly, they point out, when a brand hides its own identity, it is in some ways admitting defeat, saying that its name – a central part of any brand – has lost value. When it comes to Starbucks, all of this is true, but the question is why? Why has the Starbucks brand lost so much value that it has to hide from customers and act like a small business? The answer to these questions rests with communities and consumers, what they care about and desire the most these days.”