Book Club: How Starbucks Lost to TikTok or Why Your Marketing is Stalling

FANATIC Book Club is back!

It’s a space for professionals to dive into powerful books — and the ideas that emerge after reading them.
This time, we explored the legendary Experience Economy.

• Why does Starbucks no longer move people — and how did TikTok become the new standard of engagement?
• What’s happening to attention, emotion, and meaning in marketing?
• Why are all brands shouting about values — but no one believes them?
• And really — what is an “authentic brand” today?

Anton breaks down how to design experiences in today’s market, how to work with fragmented attention in a TikTok-shaped world, and why marketing is losing its grip.
Expect real-world cases, practical frameworks, and an honest conversation.

📺 Watch the session, share with your team — and see you at the next club.