The Cult of Starbucks
Sounds Like A Cult
The Mysticism of Starbucks
There's nothing inherently nautical about coffee but there is a mysticism to the Starbucks brand that I think evokes the sea. In 1982 they brought on Howard Schultz as their head of marketing. He was the first one who really convinced the other guys to say like hey let's just not be regional. Let's turn it into a national coffee house. By 2000 they had expanded to 2,500 locations and dozens of countries.
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