By Mike Whaling
Now, imagine that every Starbucks and Target location had a different name on the door.
Instead of Starbucks, what if your neighborhood location was named Buckhead Java Reserve or Espresso House at The Woodlands, both with tiny “Proudly managed by Starbucks Coffee” decals on the front door?
Instead of Target, what if your local store was called Shoppers Pointe of Arlington, with “A unique shopping experience by Target Brands, Inc.” at the bottom of their emails and weekly circulars?
Do you think you’d trust these brands as much as you trust Starbucks or Target now? If you went to a different location on the other side of town or in a new city, do you think you’d have the same brand association (whatever association that may be)?