Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Starbucks Built a Third Place Brand
In Episode 99 of Building Brands with Fexingo, Lucas and Luna unpack the rise of Starbucks as a third place brand — not just selling coffee, but selling a sense of belonging. They trace the story from Howard Schultz's 1983 trip to Milan through the company's rapid expansion, the 2008 return of Schultz, and the brand's current identity challenges in a post-pandemic world. They discuss what made the third place concept so powerful, how Starbucks scaled it without losing it, and why maintaining that identity is harder than ever when to-go orders and mobile pickups dominate…
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