John Sculley Quotes

My new iPhone, I'm obsessed. My iPod. I love all the Mac crap. AppleTV, I'm crazy about that. I'd rather buy a new gadget than, like, a purse.

People don't like to be sold, but they love to buy.

Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.

Brand loyalty starts in the cradle and ends in the grave, as I wrote in my first book, 'Branded: The Buying and Selling of Teenagers.'

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

An object should elicit desire, and often it happens not because people need it but because they love it.

Coming from the music business and seeing the transition from artists to fans, fans to consumers, it's really about understanding the psychology of why people want to associate with your brand.

It takes a while to condition people to a different product, as opposed to what they're used to seeing.

Beats succeeded because, as music lovers, we knew oscilloscopes don't buy headphones - people do.

I'm so obsessed with Apple, and the chance to work with the people who really created Apple retail is the retail opportunity of a lifetime.

I've had the iPad for a nice little minute, not into gadgets like that, though.

Fashion is one of the most intellectually vacuous industries. We had to manufacture desires to get people to buy our products. We were selling people countless things that they didn't need.

China is a very brand-intensive society. The reason that brands are so very important is that they are a way to signal social status.

I do think brands are like people.

I want the Wallwalker in the back of consumers' minds, but not actively thought about. When it returns, they'll react, 'Oh, there they are!' and they'll buy them again as impulse items.

From Nike, we buy victory. From Under Armour, we buy protection. From Lululemon, we buy zen. From Patagonia, we buy conservation. From BMW, we buy performance.

The guys who like chinos and cords never went away. They've always been there. They're remarkably loyal, just not remarkably vocal.

Advertisers rip out one another's conscience to control the spending impulses of males ages 18 to 34, who now have the cyber world at their fingertips. They want more.

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.

I remember when I got my first (and only) iPad - excitement filled the air as I opened the box and stared at what was essentially a big iPhone but without the phone part. I knew I really wanted it, and at the same time, I knew I didn't need it.

I'm always asking, 'How do you give a guy a new reason to buy a polo?'

Content is supposed to be king. But in the world of electronic devices, Apple seems to be placing the crown on its own head, apparently believing that its iPad and iPhone are more important to customers than the books, movies, and music they store on them.

I have to have everything. I have to have iPads. I've had I think every generation of iPod. I've had all the consoles at least once; I've had some of them twice. I get them and get fed up with them and get rid of them.

In my experience, marketing is best when it proves the product it is supporting.