Starbucks is not in the coffee business.

It's in the "third place" business - the business of creating a “third place” where everyone is welcome and..... can gather as a community, to share great coffee and deepen human connection.

(That's the business Starbucks is in.)

This concept is what makes Starbucks, Starbucks.

It's what made the company stand out of the pack and charge a higher price than comparable products.

The "third place" concept was what helped Starbucks to build a DESIRABLE, UNIQUE AND HIGHLY VALUED brand.

And it's still helping the company today.

Every successful brand is built on a concept.

What's your brand concept?

What business are you really in?

What are you really selling?

These are questions you must answer.