Re-branding any business needs careful thought and great communication with customers. Omitting the company name completely in a rebranding is therefore a particularly brave thing to do and did not go down particularly well on Facebook and other social media when first announced early this year which began to indicate that Starbucks might have to do a Gap style U turn. Hats off to them though as they began the rebranding roll-out in March. Check out the minimally branded website.