8.17: Video- Starbucks Delivers Community and Connection
What business is Starbucks really in?
“We wanted to build a third place between home and work,” says Starbucks’ CEO Howard Schultz, as he sits in one of his cafés, “at a time in America when people are hungry for human connection.”
Watch the following video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a seller of gourmet coffee. It has built its entire brand experience around a core positioning that offers “a sense of community” as much as coffee.
You can view the transcript for “Starbucks the Brand” (opens in new window).
Contributors and Attributions
- Starbucks Delivers Community and Connection. Provided by : Lumen Learning. License : CC BY: Attribution
- Starbucks the Brand. Provided by : BBC. Located at : https://youtu.be/tnHuGN3umTA . License : CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives