How Starbucks Built a Brand on the Third Place

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jun 16, 2026 · 8m · transcript

In this episode of Building Brands, Lucas and Luna explore how Starbucks transformed a commodity — coffee — into an experience and a global brand. They trace the origins of the 'third place' concept, the role of CEO Howard Schultz in scaling the vision, and the brand's current challenges in the era of mobile ordering and remote work. Specific focus on the 2023-2025 reinvention plan, including store format changes, labor investments, and the balance between convenience and community. A concrete look at how an iconic brand adapts without losing its core identity.

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