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?
