I've been at Birch Coffee in NY's Financial District a few times recently. The coffee shop is very much on Beekman St. but Google says it's on Spruce St. because it's technically part of the Frank Gehry stunner at 8 Spruce. Apparently, that building won't let Birch have its own address or display signage on the building. For now, I'm enjoying the hidden neighborhood gem. But people have a hard time finding me when we plan to meet there. Not a great way for a brand to be introduced to customers, and not Birch's fault. But a good reminder nonetheless that customers expect to find accurate information in Google and that customer experience begins before the visit does.