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 cup of coffee into a cultural institution. They trace the evolution of the 'third place' concept—a space between home and work—that Howard Schultz brought from Milan to Seattle. With over 35,000 stores worldwide, Starbucks engineered every detail: the layout, the music, the smell, the language. But can the third place survive an era of mobile orders and drive-thrus? The hosts discuss the brand's deliberate friction, its loyalty program, and the tension between scale and intimacy. They…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.