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When I see highway signs displaying logos of restaurants at upcoming exits, I’m amazed how much those logos instantly spark my own internal taste buds and experiential memories.
As I write this column, I’m in a Starbucks, whose sign I saw, immediately pulled over, grabbed my laptop and phone and set up shop in a corner of the store after ordering a “refresher” beverage. And I used their wifi and restroom guilt-free.
With their recent troubles, Starbucks now conveys “welcome, relax and make yourself at home here” to me. That, I contend, is an excellent brand in today’s world.
– Chris Schroder, The 100 Companies