Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.

If Vancouver did not succeed as Starbucks from '87 on, our entire international business, which is now thousands of stores and a significant amount of growth and profit, may not have existed.

Remember: You'll be left with an empty feeling if you hit the finish line alone. When you run a race as a team, though, you'll discover that much of the reward comes from hitting the tape together. You want to be surrounded not just by cheering onlookers but by a crowd of winners, celebrating as one.

The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we're doing business, were trying to manage the business through the lens of humanity.

In this ever-changing society, the most powerful and enduring brands are built from the heart.

Often, organizations need bold, grand gestures to galvanize people towards a new mission or refocus their attention.