Brand Story

Starbucks – Creating Experiences beyond Coffee

Starbucks is my choice for the letter S, for today’s #AtoZChallenge, for the theme ‘Brands that people identify with’. It may seem somewhat unbelievable now that the first Starbucks store that opened in Seattle, Washington in 1971, sold only coffee beans and coffee making equipment, but no brews. It was only when Howard Schultz, now the chairman and CEO of Starbucks, joined the company as a marketing director, some 10 years after its founding, he suggested that Starbucks should be selling drinks rather than just beans and machines.

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