Just like the character in Moby Dickwho gives the company its name, Starbucks has spread to every part of the world, making it one of today's most recognizable brands. In this thoughtful and elegantly written book, John Simmons explores the Starbucks story, providing fascinating insight into the factors that have made Starbucks a world-class brand. Like McDonald's and Coca-Cola, Starbucks has recently suffered at the hands of anti-globalization protesters. That alone is an indication of the reach and size of Starbucks today. Go to Beijing or Moscow, and you will find Starbucks, just like you would find McDonald's. What people there are buying is not just a latte or a Big Mac, but a brief excursion into America and the luxury that is seen to be American. But with the Starbucks story, there is also a deeper level that links with the sense that this brand - through its shops - creates gathering places for local communities. As a result, Starbucks is the quintessential brand of the modern age.