Howard Schultz Quotes

I think I am one of the smallest surviving brands.

I suppose Virgin is an unusual brand in that I suspect we're the only 'way of life' brand in the world. We're one of maybe the top 30 best known brands in the world, yet if you look at the other 29, they all specialize in one area. Whether it's Google, Coca-Cola, Microsoft, etc., they all generally specialize in one area.

Great brands are meant to be great aggregators.

All I'm saying is that Louis Vuitton and L'Oreal didn't invent branding at some point in the mid-Eighties. Big, reassuring names have been around a long time.

I don't think so, in that Virgin is already a global brand. Brands like Amazon have had to spend hundreds of millions of pounds you know, building their brands, whereas Virgin is already well-known around the world.

A great trademark is appropriate, dynamic, distinctive, memorable and unique.

I did everything in my power to give my brokers brand identity and clout in the market. I saw my job as parent to build them up and if I took care of them, then they would take care of their customer.

I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.

Brands are born, not created.

Unfortunately, being a brand is really important nowadays.

I do feel strongly that we have got to do a little brand-positioning work. Wouldn't it be great to have something that everybody could say: 'Yep, that's Chicago.'

It helps to look at branding as a challenge that entrepreneurs spend years perfecting.

Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea!

The whole point of corporate mascots is to be distinctive. No one in his right mind would ever confuse the Hamburglar with Mayor McCheese.

You have to do what's best for the brand.

Channel brand is so key.

Brands are about editing.

I take my brand very seriously.

We feel a brand should be free.

I think every business, really, has a unique reason for being, unique assets, unique attributes, a unique history. And that can be turned into a very attractive design story, essentially, that consumers can relate to.

Our awareness gap and the fuzziness about how people might understand Ulta today is a ripe opportunity for us as we think about going forward. I imagine this is like almost relaunching the brand of Ulta.

We don't want to just put logos on somebody's devices. It needs to feel like Nokia, what Nokia was known for.

I'm not really concerned if people have this purist view of the New York Supreme thing. If they think opening our shop in Paris is going to harm our brand, then we can't really be that strong of a brand.

You look at the Rolling Stones. It had the lips, the logo and the style. You look at Jay-Z, who I think is probably the smartest brand marketer I've ever met. These people understand the core of what their brand is and what their fans want.

We wanted people to remember the name as soon as they heard it. When people become so accustomed to the Wii name, nobody is going to say it's a strange name, just like nobody is going to say that Google is a strange name or IKEA is a strange name today.