The Gary Null Blog

By Naomi Klein, Fourth Estate Posted on January 18, 2010, Printed on January 18, 2010 http://www.alternet.org/story/145218/ In May 2009, Absolut Vodka launched a limited edition line called "Absolut No Label". The company's global public relations manager, Kristina Hagbard, explained that "For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what's on the outside, it's the inside that really matters." A few months later, Starbucks opened its first unbranded coffee shop in Seattle, called 15th Avenue E Coffee and Tea. This "stealth Starbucks" (as the anomalous outlet immediately became known) was decorated with "one-of-a-kind" fixtures and customers were invited to bring in their own music for the stereo system as well as their own pet social causes - all to help develop what the company called "a community personality." Customers had to look hard to find the small print on the menus: "inspired by Starbucks". Tim Pfeiffer, a Starbucks senior vice-president, explained that unlike the ordinary Starbucks outlet that used to occupy the same piece of retail space, "This one is definitely a little neighborhood coffee shop." After spending two decades blasting its logo on to 16,000 stores worldwide, Starbucks was now trying to escape its own brand.