Ubiquity is the death knell of authenticity.  Starbucks does not exist everywhere.  Rather Starbucks selects specific places and seeks people who wish to encounter a remarkable experience.  They functionally cannot accommodate everyone so they seek to do business with those who are looking for a very specific experience.  

We cannot be everywhere so best to avoid being ubiquitous and locate ourselves where we deliver remarkable experiences. 

The Ted Radio Hour offers a tremendous podcast with insights into the role of brand and place.

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