Starbucks is in the midst of a transformation. Through its Back to Starbucks initiative, the company is returning to the fundamentals that have always made the brand distinct: great coffee, human connection, a welcoming third place, and experiences customers love.

In this conversation, Starbucks shares how marketing has become a catalyst to reignite the soul of the brand while accelerating business performance. From global campaigns to the enduring power of Pumpkin Spice Latte and Pink Drink, merchandise, and culture-shaping partnerships, the strategy is rooted in a simple belief: purpose creates connection, connection drives performance, and performance fuels growth. Hear why Starbucks believes brand building and business growth are mutually reinforcing—and how marketing helps power both.