Appealing to the Locals, Size? UK

De-branding your well known range appears to be a trend within 'brand management(?)' at the moment since the rise of the BIG society, Generation WE and the augmented, local loving culture. Generation 'WE' = Local. Micro. Niche.

Starbucks decision to remove all branding from one of its Seattle Coffee shops = an attempt to distance the outlet from the brand to rescue it from its ubiquity and is a prime example of brands adapting to suit a particular location, to enhance locality. Branding - the con of the 'brand' is everywhere which has created a loss of individuality. Consumers are looking more and more for a new, tactile and niche experience. They want Starbucks coffee products but in their warm, loving and local coffee 'boutique'. More personal. Niche and locality is fashionable.

What I have found from my own personal research within the UK retail environment and experiences when shopping is that the larger chain stores and MNC's (Multi-national corporations) want MASS custom, not MY custom. The service was less inviting and impersonal in comparison to a smaller, independant shop and even vintage/second hand shops. Smaller inde's are generally more welcoming and interesting in serving you personally I feel - probably because at this time more than ever, every sale counts! I think it is public perception that most local brands are synonymous with good quality and good service more than larger chain stores

Who prefers their local Tesco butchers to their local family butchers? (The latter championed by chefs and TV cookery programmes).

In the current economic struggle and cuts, customer service is more important than ever! If the customer isn't treated right then they will be reluctant to spend their money - they want to get the most from their spending, which includes the in-store experience.

YOUR LOCAL PUB HAS BEEN DOING IT FOR YEARS! I have noticed loads of pubs that have local artwork or memorabilia helping to furnish the interiors. It can help make a brand more collectible. Size? have taken this idea and now have an ethos of keeping the VM for their stores rooted within the local scene, playing off local history, geography and cultural puns. Stepping into a Size? store nowadays may as well have a 'Home Sweet Home' doormat on the entrance. There is a strong sense of respecting locality. I believe that once a brand is established and owned by the local, loyal consumers rather than by the company, as a brand manager, you should be able to just help 'guide' it. It is a lot easier (I imagine) for smaller, entreprenuerial retailers to direct this and tailor it more 'on their toes', so to speak. Can larger chain stores and high street giants be so nimble fingered in tailoring their brand to suit their neighbourhood?