Starbucks has determined that this strategy of building a local reputation is the easiest way to keep loyal customers and attract potential ones. Think of it this way; you don't hear about Starbucks from an ad, or hear about it from a friend, or see the business from the street. You are not forced to go there through catchy jingles or mouth-watering commercials, Starbucks forces you to walk through their doors because of its reputation. (Boyer, 2013) Starbucks' reputation has evolved from a coffee shop to an in-between dining spot, a place where you can work and relax at the same time. It's your home away from home and your work away from work. Creating this atmosphere has solidified their reputation as a place to accomplish many things related to work and play. You can both write a novel and read a novel at Starbucks, which attracts a wide variety of customers. (Boyer, 2013) Another part of Starbucks' marketing strategy is to enter a new location and open more coffee shops there. They do this because it creates the idea that “they are everywhere,” and this reputation drives customers to walk through their doors because they see the logo in many places, multiple times a day. (Boyer,