Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Starbucks Built a Brand on the Third Place
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Starbucks turned a commodity—coffee—into a global brand by selling not just a drink but a 'third place' between home and work. They trace the strategy back to Howard Schultz's 1983 trip to Milan, where he discovered the Italian espresso bar culture, and examine how Starbucks engineered every touchpoint—from store design to cup labeling—to create an emotional connection worth paying a premium for. Lucas breaks down the key numbers: Starbucks grew from 11 stores in 1987 to over 38,000 by 2026, with…
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