Thoughts over a cup of Starbucks coffee

I was discussing this topic with an old professor the other day. It’s amazing how companies are not just selling a brand – they’re selling a lifestyle. When you hold up a Starbucks cup and a cup of Dunkin Donuts coffee, people are more apt to choose Starbucks. There’s a language associated with the lifestyle. Servers are called baristas; instead of ordering a small, medium or large, we order a tall, vente or grande. Nike does the same – selling an athletic lifestyle. Even Apple, with its ad, “The Crazy Ones.” It sells to, and connects with, the misfits.


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