"People want to be part of something bigger than themselves. They want to be part of something that touches their hearts. The art of marketing today is the ability to build this emotional connection. I am not going to tell people where they should be spending their money, but I would advise that all marketing be authentic, and relate to reaching into people’s hearts to let them know that you want to be part of their life."

Howard Schultz, Chairman of Starbucks as quoted in Know Magazine (Spring/Summer 2005)