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.