"Terry Heckler, founder of Heckler Branding in Seattle, Washington, has helped create dozens of successful brands from scratch—ranging from Redhook Beer and Jansport Backpacks to Panera Bread and Starbucks, one of his earliest adventures in brand building.
Heckler's adventures, chronicled on his company's website, give us a glimpse of how his firm constitutes brand from identity—often starting with the founder.

A Cup of Starbucks, Not a Cup of Pequod
Contrary to popular wisdom, Starbucks was not founded by Howard Schultz, who came in much later to become the drivingforce behind the growth of the company. The original Starbucks,
a tiny shop in Seattle's Pike Place market that sold imported fine roasted coffee beans, was founded in 1971 by three friends:Gordon Bowker, Jerry Baldwin, and Zev Siegl—a writer, a
literature teacher, and a history teacher, respectively."