From PSLs to NFTs: How to Build — and Maintain — a Beloved Brand

Starbucks has undoubtedly made an emotional and economic imprint on the global landscape, establishing itself as an iconic brand over the course of 52 years. Delighting in the rigor of the details, the company takes pride in its coffee craft, curating seasonal menus of fan favorites and new innovations. But with the bar already on the ceiling year after year, how does a brand like Starbucks consistently maintain its high equity and strong consumer base while still preparing for the future?