Brand Value…

This company is primarily about building a brand. Everything we do has an effect on the brand…. Certainly visual things have an initial impact and have to communicate pretty clearly the image we want to project. The quality of our products and the service levels we provide and the focus of our efforts are all crucially important in developing who and what this company is…. What we do with our people is another part of it…. How can we maintain such standards, the culture we have established in our Seattle markets, as we roll out stores rapidly in new markets?…

By Howard Schultz (CEO of Starbucks)