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17 SEPTEMBER 2013

Physical Space as Brand Innovation

"Prior to Starbucks, coffee shops in the U.S. were designed to be purely transactional. The most frequently analyzed metric was sales per square feet, and the concept of a store dedicating valuable space just for customers to hang out after they had bought something was unheard of. We all know how it panned out. Starbucks is globally known and a second home for many.

Barnes & Noble adopted the trend. They added lounge chairs and then Starbucks itself to their locations. The bookstore café became a place to visit consistently and to explore, hang out, and to be alone together.

Last week, I spent two hours online at a Peet's Coffee & Tea in Santa Clara, California. Something important has changed: People now work independently online. Before the days of free wifi, people used to mingle with friends over coffee. At Peet's, I spent most of my time in my "fourth places"––my online communities, including Facebook, Twitter, Tumblr, LinkedIn, and OpenSky. Looking around, everyone was doing the same. We came for the wifi and bought the coffee."

(John Caplan, 16 September 2013, Inc.com)

Fig.1 Nick Kenrick [http://www.flickr.com/photos/zedzap/6820585431/]

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TAGS

alone togetherBarnes and Noble • bookstore cafe • brand innovation • cafe officecafe society • coffee shops • effective brand spaceenvironment that adds value • fourth place • free wifi • hanging out • Inc.com • lounge chairs • mingleonline communities • OpenSky • Peets Coffee and Tea • physical consumer spacephysical environmentphysical retail spacephysical space • place to visit • retail space • sales per square feet • Santa Clara • shop conceptsshopping behavioursocial appssocial fragmentationspatial environmentsStarbuckstransactionWiFi • work independently online • working practices

CONTRIBUTOR

Simon Perkins
25 SEPTEMBER 2011

Facebook's Read, Watch, Listen media sharing apps

"The Guardian Facebook app is a way of reading and sharing Guardian content from within Facebook. If you choose to use the app, then when you follow links to the Guardian's website, you will be shown the content on a Facebook page. This enables you to see what your friends are also reading from the Guardian, and what is proving popular from the site amongst Facebook users. You will also be able to comment and discuss articles within Facebook."

(The Guardian, 22 September 2011)

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TAGS

app • automatic • cross-context sharing • discuss articles • exposureFacebookFacebook appFacebook News FeedFacebook profileinformation sharinglistenmedia sharing appsnewspaper • Read • read it • reading and sharing • see what your friends are reading • social appssocial networkingtechnological innovationThe Guardianuse of private informationWashington Postwatchwhat you are watching

CONTRIBUTOR

Simon Perkins
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