Starbucks

Starbucks is a phenomenon. Unknown 15 years ago, it now ranks among the 100 most valuable brands in the world. It has become the quintessential brand of the modern age, built around the creation of an experience that can be consistently reproduced across the world. In exploring the secrets behind Starbucks’ success, this book also tackles the wider question of what makes a successful brand. But ultimately it is a fascinating human story to inspire all of us.