The interesting trend of de-branding

Last month Starbucks announced it was opening a number of stores under different names, in order to give them more of a 'community personality'.

Some have called these 'stealth stores', comments have been made that it won't take long for locals to see through the 'mom and pop' image to the fact that once inside, it's Starbucks.

Cynics might say it's a typically underhand (and even heavyhanded) marketing response to the trend for knocking big brands and supporting small, local outlets.

Just in the last week I read that Wyevale, the garden centre chain, is also 'de-branding', in order to 'return the business to its horticulture roots'.

What next... Tesco opening de-branded corner shops as a way of getting around planning restrictions and soothing local opposition?

Comments

[LouiseBJ]

Good observation Robin! Could it be these large operations are now realising the power and increased market share their smaller competitors are gaining through social media?

Not so long ago, the supermarket giants reacted to 'cheap goods' stores opening up by bringing in their own 'basic' lines. Now they're trying to become more popular by appearing smaller and more personal.

It does appear these larger brands have run out of original ideas!

[Robin Houghton]

Thanks for your comment Louise - yes, it seems a little short sighted if that's the strategy. As if people won't see through the 'wolf in sheep's clothing' idea in an instant. Perhaps it's just another symptom of the slow death of 'traditional' marketing as it permutates into something more appropriate for the 21st century!