What goes around, comes around. Especially in business.People love companies that do good things. In June of 2015, Starbucks Coffee (SBUX) CEO Howard Schultz came out in support of gay marriage. At the time, the religious right called for a boycott of the brand. The LGBT community embraced the brand even more though, easily displacing any sales that might have been lost to those who switched brands. Odds are good that there weren't even that many people who moved on, but the attention that this boycott brought to the company instantly brought them to the front of the minds of customers who might have been with other brands or independent coffee shops previously. Now Starbucks is going to have an opportunity to bring over two hundred million new customers to the brand. The company CEO has once again show that it is better to help than to hinder, promising to hire as many as 10,000 refugees who have been turned away as a result of president Donald Trump's executive order to ban immigrants from 7 countries. While some current customers and investors are salty about the decision, just as before, this will place the brand at the front of Muslim minds when they are thinking about where to buy coffee. Those seven countries are the homes of some 218 million muslims. Additionally, it will bring the brand to the forefront of the minds of their supporters right here in the United States.Customers who make these kinds of switches are extremely loyal.It's not the first time a business has advertised to a minority group and seen great rewards from doing it. In the 1940s, Pepsi (PEP) noticed that there was a gap in advertising to people of color. The company organized an all-black sales team, marketing the product directly to prominent community members. African Americans are now the third largest ethnic group in the United States. We had the cola wars. This time it's the coffee wars, but with actual wars.Making the choice to advertise directly to blacks gave Pepsi enough brand loyalty to grow their customer base to be large enough to nearly compete on an even level with Coca-Cola (KO). That loyalty has continued to today. "The Choice Of A New Generation" advertising featuring Michael Jackson singing the jingle is one of the most iconic commercials of the 1980s, with customers of all races. ACTION TO TAKE:I am proud to be a Starbucks shareholder, and in the years to come, the company will reap the profits of the seeds that they are sewing today. I rate the stock a strong buy even though the price hasn't been hit hard by the announcement. The current price gets you a dividend yield of only 1.6%, but the company has been setting year over year growth in the dividend of 25%. You want to have brands like this in your portfolio, and plan to hold for life; because those customers will be there throughout theirs.For further reading about great brands to hold in your portfolio, check out this article.