"I hope that you think about us as one of the most iconic brands in the world." Tressie Lieberman, Global Chief Brand Officer, Starbucks discusses with Seth Matlins, Managing Director, Forbes CMO Network, her hope for the Starbucks brand through their highly intentional marketing efforts. Sponsored by Rokt Learn more: http://on.forbes.com/6180AyK2C | Forbes

Starbucks CEO Brian Niccol, despite committing to no price hikes in 2025, did not rule out price hikes in 2026 when asked by CNBC, though he said that he thinks the coffee chain is "priced very competitively." "It's something that I keep an eye on, what our price gap is," he said. "I do believe we are a premium brand, and I do believe you get a premium experience," he added. Watch the full interview: cnb.cx/3KcvWAU | CNBC