Perhaps my biggest beef with 15th Ave is that it’s fundamentally dishonest.

A friend used the term ‘anti-branding’ in the context of what Starbuck’s is doing to not be Starbuck’s. Not sure the term is original. Not sure anti-branding is new although it’s goal – to not be something (as opposed to for example, diversifying and/or reorganizing to enable a different financial model) seems unique. What other brands might want to anti-brand? Some airlines? Some banks? Some newspapers? Other restaurant chains (like, say McDonalds)? Some car companies (Saturn didn’t work out so well for GM). Interesting to see how this goes.

Posted via web from Jim’s posterous