John Sculley Quotes

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Besides offering desirable products, the Free People brand continue to produce some of the most compelling imagery and customer engagement in the industry.

We have a relationship with our customer, and that relationship translates into sales.

The Anthropologie brand continues to succeed in emotionally engaging its customers while delivering strong financial results.

I've met people who didn't even know there was a Calvin Klein; they thought it was just the name of a product.

The strength of brand loyalty begins with how your product makes people feel.

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

Today, when you're marketing a brand, you can't try to appeal to everybody. You should speak to a group of people and create them as loyalists.

Repetition makes reputation and reputation makes customers.

If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.

Success is a funny thing. It means different things to different people. For me, I am always pleased when people connect to our brand. It means we are executing in a manner that speaks to a wide variety of businesses.

I believe in emotional branding.

From the store windows, the store touch-points, the website, social media, or a magazine, it has to be one pure customer experience, not just to gain market share but to gain mind share.

Channel brand is so key.

What we have wanted to do is build an amazing brand experience and an amazing way that people can engage with the brand.

We do have a lot of personal relationships with people who will come to our store or showroom.

We're in the '100 percent return' business. This is driving millions of new customers into brands; most of our customers are wearing brands they've never tried before.

From a branding standpoint, the show represents only a fraction of our business, and the impact you actually have on the consumer is super, super tiny. I mean, what about the pre-collection? That is just as important as the show.

'Shaggy' is a brand.

Actually - and ironically - people aren't really interested in a new brand form or flavor as much as they are interested in how a brand can change, impact, or improve their lives. They want brands around them that make them feel special and provide some social cache or confidence.

I think the reason that we do things the way we do is because we respect the customer. And I don't look at what we do as anything less than any other brand.

Customers shouldn't just think of your business as a place to buy a product or use a service - it should be a fun place to be.

As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.

I think my customers, my fans are really like my family now - it's like a movement of fabulosity.