{"id":660,"date":"2015-09-15T20:17:54","date_gmt":"2015-09-15T20:17:54","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=660"},"modified":"2024-05-14T15:30:55","modified_gmt":"2024-05-14T15:30:55","slug":"bbc-video-starbucks-the-brand","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/bbc-video-starbucks-the-brand\/","title":{"raw":"Video: Starbucks Delivers Community and Connection","rendered":"Video: Starbucks Delivers Community and Connection"},"content":{"raw":"What business is Starbucks really in?\r\n\r\n\"We wanted to build a third place between home and work,\" says\u00a0Starbucks' CEO Howard Schultz, as he sits in one of his caf\u00e9s, \"at a time in America when people are hungry for human connection.\"\r\n\r\nWatch the following\u00a0video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a\u00a0seller of gourmet coffee. It has built\u00a0its\u00a0entire brand experience around a\u00a0core positioning that offers\u00a0\"a sense of community\" as much as coffee.\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=1268785&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=tnHuGN3umTA&amp;video_target=tpm-plugin-pnvke33r-tnHuGN3umTA\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can view the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/StarbuckstheBrand_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for \"Starbucks the Brand\" (opens in new window).<\/a>","rendered":"<p>What business is Starbucks really in?<\/p>\n<p>&#8220;We wanted to build a third place between home and work,&#8221; says\u00a0Starbucks&#8217; CEO Howard Schultz, as he sits in one of his caf\u00e9s, &#8220;at a time in America when people are hungry for human connection.&#8221;<\/p>\n<p>Watch the following\u00a0video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a\u00a0seller of gourmet coffee. It has built\u00a0its\u00a0entire brand experience around a\u00a0core positioning that offers\u00a0&#8220;a sense of community&#8221; as much as coffee.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=1268785&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=tnHuGN3umTA&amp;video_target=tpm-plugin-pnvke33r-tnHuGN3umTA\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can view the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/StarbuckstheBrand_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for &#8220;Starbucks the Brand&#8221; (opens in new window).<\/a><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-660\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Starbucks Delivers Community and Connection. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Starbucks the Brand. <strong>Provided by<\/strong>: BBC. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/tnHuGN3umTA\">https:\/\/youtu.be\/tnHuGN3umTA<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":20,"menu_order":7,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Starbucks Delivers Community and Connection\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Starbucks the Brand\",\"author\":\"\",\"organization\":\"BBC\",\"url\":\"https:\/\/youtu.be\/tnHuGN3umTA\",\"project\":\"\",\"license\":\"cc-by-nc-nd\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"56ccf1dd-6b5c-471f-873d-39a4f5f280e6","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-660","chapter","type-chapter","status-publish","hentry"],"part":116,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/660","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":12,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/660\/revisions"}],"predecessor-version":[{"id":9023,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/660\/revisions\/9023"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/116"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/660\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=660"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=660"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=660"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=660"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}