You think the Seattle-based coffee chain is just a place to plant yourself, open your MacBook Air, and drink some overpriced Charbucks Latte?
Starbucks is not just another outpost in Laptopistan.
Starbucks is . . . a lifestyle brand.
A . . . culture broker.
Starbucks wants to be a player in the art world (see the ill-fated Starbucks Salon). In the film industry (Akeelah and the Bee, anyone?). In music with the Opus Collection (which one critic pointed out is actually the Collection Collection). In politics with Starbucks founder Howard Schultz’s goo-goo ads.
And in the book business.
From Tuesday’s New York Times (and Wall Street Journal):
Everyone – Facebook, Google, you name it – wants to own popular culture.
Starbucks is getting its share.
Well, to be fair – they’re filling a niche. It’s not like you can make coffee and read your laptop at home.