Last week, Roy Street Coffee and Tea, located at the corners of Roy Street and Broadway in Seattle, opened. This is another one of those stealth Starbucks – Starbucks stores without the Starbucks name over the front door – the coffee giant has been opening in its hometown and in London as of late. Like the other shops of this new vintage, this one is appointed with antique-style furniture, retro lighting, and a distressed looking table top salvaged from an old ship.

The rough-hewed interiors of these not Starbucks Starbucks haven’t really mattered to the journalists and bloggers who have been writing about them. They talk only about the naming patterns in Starbucks’ most recent branding strategy.

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.

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