The future of America is not an entitlement. We have been given a treasure chest of gifts and opportunities, but some people are being left behind, and success is not sustainable unless it is shared.
Howard SchultzRead
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
Interpretation
What this quote means
Building a brand today requires trust and emotional connections, not just traditional marketing.
In this quote, Howard Schultz emphasizes that the landscape of branding has transformed, necessitating a deeper, more meaningful relationship between companies and consumers. Unlike the past, where marketing messages were enough to attract customers, today's consumers are looking for brands that provide genuine emotional connections and demonstrate trustworthiness, which are crucial for establishing a world-class brand.
Themes
BrandingTrustEmotional ConnectionMarketingConsumers
In practice
Example use cases
A business presentation discussing the importance of trust in branding.
More from Howard Schultz
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In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
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When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
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Starbucks represents something beyond a cup of coffee.
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