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).

Contribute!

Did you have an idea for improving this content? We’d love your input.

Improve this pageLearn More