Starbucks in Finland

Starbucks: the postmodern brand It simulates an experience of ‘community’ that may be as addictive as the caffeine in a cup of latte. “Even better than the real thing ” -U2 “This new evolution of the logo … embraces and respects our heritage and at the same time, evolves us to a point where we will feel it’s more suitable for the future. The new interpretation of the logo … gives us the freedom and flexibility to think beyond coffee but make no mistake … we will continue to be the world’s leading purveyor of the highest-quality coffee.” “Consumers don’t truly believe there’s huge difference between products.” Forge “emotional ties” The third place - the place between home and work, where you go to meet your friends or to have your ‘alone time’ “The goal was to add value to commodity typically purchased on supermarket aisles” “Starbucks is not a trend. We are lifestyle” Today, it has over 3,000 stores in non-US market, and has around 40,000 employees feeling deliberately conjured by the brand Taking bricks-and-mortar store that sells a physical product (a cup of coffee) and converting it into something that can yield a far greater emotional power

With Starbucks, we see how coffee has woven itself into the fabric of people’s lives, Strategy- emotional leverage

Not two-dimensional world of advertising three-dimensional world of stores themselves- self-advertising The experience is that what you can walk into. Clustering Strategy Emotion Replication