Taking a Global Brand Local

The Seattle Times reports that Starbucks is dropping its global corporate name from its store in the Capitol Hill neighborhood in Seattle. The store was one supposed to close last year under the consolidation plan. Instead, it is being reborn as an eco-frendly outlet with a rustic, neighborhood feel. How far is the local branding effort going to go? Pretty much all the way. You won’t see the Starbucks’ name or logo, and the coffee beans, teas, and other products will be branded with the 15th Avenue Coffee and Tea name. Those names are meant to give the stores “a community personality,” said Tim Pfeiffer, senior vice president of Starbucks global design.

Most branding discussions I have with clients have to do with taking a local brand global or maintaining a global brand identity. Here’s Starbucks taking an opposite course. Smart move? You bet! Howard Schultz is taking advantage of the consumer trend of buying local, a particularly strong sentiment here in the Northwest. Starbucks has been losing foot traffic in recent years. The new coffee house will attempt to attract local residents not only with the re-branding, but also by serving beer and wine, hosting musical performances and poetry readings - all items that should appeal to Capitol Hill residents. But can the new store distinguish itself and hold its own against the truly small, locally owned and operated coffee house, like Victrola Coffee Roasters also located on 15th Avenue? Its owner, Dan Ollis doesn’t think so. “Starbucks is Starbucks and we are different from them,” he was quoted in the newspaper.
I think I’ll have to drive up there next month and check it out for myself.

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