--- title: "12 Brands Quotes By Howard Schultz" description: "12 Brands quotes by Howard Schultz. Plus more from Howard Schultz and more Brands sayings from other authors." image: "https://sms4smile.com/quotes/i/881/howard-schultz-1317_advertising_authentic-brands-don-t-emerge-from-marke_2729898.png" --- > [Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...](https://sms4smile.com/quotes/howard-schultz/authentic-brands-don-t-emerge-from-marketing-cubicles-or-advertising/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/881/howard-schultz-1317_advertising_authentic-brands-don-t-emerge-from-marke_2729898.png) > [Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company,…](https://sms4smile.com/quotes/howard-schultz/mass-advertising-can-help-build-brands-but-authenticity-is-what-makes/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/374/howard-schultz-1317_advertising_mass-advertising-can-help-build-brands-b_1665868.png) > [In this ever-changing society, the most powerful and enduring brands are built from the heart.](https://sms4smile.com/quotes/howard-schultz/in-this-ever-changing-society-the-most-powerful-and-enduring-brands/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/257/howard-schultz-1317_brands_in-this-ever-changing-society-the-most-p_1318254.png) > [Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.](https://sms4smile.com/quotes/howard-schultz/even-though-people-are-under-economic-pressure-they-still-want-to/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/1a0/howard-schultz-1317_brands_even-though-people-are-under-economic-pr_2260742.png) > [The response to the Starbucks brand has been phenomenal in our international markets.](https://sms4smile.com/quotes/howard-schultz/the-response-to-the-starbucks-brand-has-been-phenomenal-in-our/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/109/howard-schultz-1317_brands_the-response-to-the-starbucks-brand-has_985247.png) > [Our history is based on extending the brand to categories within the guardrails of Starbucks.](https://sms4smile.com/quotes/howard-schultz/our-history-is-based-on-extending-the-brand-to-categories-within-the/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/4b3/howard-schultz-1317_brand_our-history-is-based-on-extending-the-br_735259.png) > [Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.](https://sms4smile.com/quotes/howard-schultz/europe-has-always-represented-a-major-strategic-opportunity-to/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/067/howard-schultz-1317_achieve_europe-has-always-represented-a-major-st_1525405.png) > [I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not…](https://sms4smile.com/quotes/howard-schultz/i-think-starbucks-created-a-platform-and-ultimately-a-runway-for-many/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/187/howard-schultz-1317_brands_i-think-starbucks-created-a-platform-and_1407889.png) > [Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no…](https://sms4smile.com/quotes/howard-schultz/overnight-the-digital-age-had-changed-the-course-of-history-for-our/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/50b/howard-schultz-1317_age_overnight-the-digital-age-had-changed-th_454301.jpg) > [Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is…](https://sms4smile.com/quotes/howard-schultz/great-companies-that-build-an-enduring-brand-have-an-emotional/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/2b4/howard-schultz-1317_barriers_great-companies-that-build-an-enduring-b_2034764.png) > [In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations…](https://sms4smile.com/quotes/howard-schultz/in-this-ever-changing-society-the-most-powerful-and-enduring-brands-2/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/985/howard-schultz-1317_ads_in-this-ever-changing-society-the-most-p_1722937.jpg) > [The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one…](https://sms4smile.com/quotes/howard-schultz/the-rules-of-engagement-around-building-a-brand-have-changed/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Image](https://sms4smile.com/quotes/i/020/howard-schultz-1317_brands_the-rules-of-engagement-around-building_2608434.jpg) ## Other authors on Brands ## More by Howard Schultz > [For Starbucks, there will be no shortage of the highest-quality arabica beans. I suspect that for some others there could potentially be a problem,…](https://sms4smile.com/quotes/howard-schultz/for-starbucks-there-will-be-no-shortage-of-the-highest-quality/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If it Captures Your Imagination, it will captivate others.](https://sms4smile.com/quotes/howard-schultz/if-it-captures-your-imagination-it-will-captivate-others/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If you look at coffee, tea, food and juice, we think there are inherent opportunities. If you look at health bars or grab-and-go products…](https://sms4smile.com/quotes/howard-schultz/if-you-look-at-coffee-tea-food-and-juice-we-think-there-are-inherent/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we're doing business, were trying to…](https://sms4smile.com/quotes/howard-schultz/the-success-of-the-starbucks-has-been-based-on-this-balance-between/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility... The companies that are…](https://sms4smile.com/quotes/howard-schultz/companies-should-not-have-a-singular-view-of-profitability-there/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Success is best when its shared](https://sms4smile.com/quotes/howard-schultz/success-is-best-when-its-shared/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [While their service is ending, our responsibility is just beginning!](https://sms4smile.com/quotes/howard-schultz/while-their-service-is-ending-our-responsibility-is-just-beginning/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [“Living in the same city as Microsoft, I’m only too aware that, even in low-technology businesses like coffee, the Next Big Thing could knock…](https://sms4smile.com/quotes/howard-schultz/living-in-the-same-city-as-microsoft-i-m-only-too-aware-that-even-in/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We have a big opportunity in China. We think the number of stores here can rival the number in North America.](https://sms4smile.com/quotes/howard-schultz/we-have-a-big-opportunity-in-china-we-think-the-number-of-stores-here/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and…](https://sms4smile.com/quotes/howard-schultz/starbucks-is-not-an-advertiser-people-think-we-are-a-great-marketing/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to…](https://sms4smile.com/quotes/howard-schultz/we-woke-up-one-day-and-all-the-sudden-starbucks-was-in-the-middle-of/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board,…](https://sms4smile.com/quotes/howard-schultz/i-m-in-a-different-position-than-most-ceo-s-i-m-a-founder-i-m-not-a/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Profitability is a shallow goal if it doesn't have a real purpose, and the purpose has to be share the profits with others.](https://sms4smile.com/quotes/howard-schultz/profitability-is-a-shallow-goal-if-it-doesn-t-have-a-real-purpose-and/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [And with the right mentor, don't be afraid to expose your vulnerabilities. Admit you don't know what you don't know. When you acknowledge your…](https://sms4smile.com/quotes/howard-schultz/and-with-the-right-mentor-don-t-be-afraid-to-expose-your/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [People in Washington need to put their feet in the shoes of working Americans.](https://sms4smile.com/quotes/howard-schultz/people-in-washington-need-to-put-their-feet-in-the-shoes-of-working/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ItemList", "@id": "https://sms4smile.com/quotes/about/brands/howard-schultz/#itemlist", "name": "12 Brands Quotes By Howard Schultz", "numberOfItems": 12, "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Quotation", "text": "Authentic brands don't emerge from marketing cubicles or advertising agencies. 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"https://sms4smile.com/quotes/i/4b3/howard-schultz-1317_brand_our-history-is-based-on-extending-the-br_735259.png", "contentUrl": "https://sms4smile.com/quotes/i/4b3/howard-schultz-1317_brand_our-history-is-based-on-extending-the-br_735259.png", "url": "https://sms4smile.com/quotes/i/4b3/howard-schultz-1317_brand_our-history-is-based-on-extending-the-br_735259.png", "width": 1080, "height": 1080, "caption": "“Our history is based on extending the brand to categories within the guardrails of Starbucks.” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 7, "item": { "@type": "Quotation", "text": "Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/europe-has-always-represented-a-major-strategic-opportunity-to/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/067/howard-schultz-1317_achieve_europe-has-always-represented-a-major-st_1525405.png", "contentUrl": "https://sms4smile.com/quotes/i/067/howard-schultz-1317_achieve_europe-has-always-represented-a-major-st_1525405.png", "url": "https://sms4smile.com/quotes/i/067/howard-schultz-1317_achieve_europe-has-always-represented-a-major-st_1525405.png", "width": 1080, "height": 1080, "caption": "“Europe has always represented a major strategic opportunity to achieve our goal of creating and building an…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 8, "item": { "@type": "Quotation", "text": "I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what we have, there would have been many regional brands that would have succeeded. But I'm not sure there would have been a national brand of the scope of Starbucks.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/i-think-starbucks-created-a-platform-and-ultimately-a-runway-for-many/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/187/howard-schultz-1317_brands_i-think-starbucks-created-a-platform-and_1407889.png", "contentUrl": "https://sms4smile.com/quotes/i/187/howard-schultz-1317_brands_i-think-starbucks-created-a-platform-and_1407889.png", "url": "https://sms4smile.com/quotes/i/187/howard-schultz-1317_brands_i-think-starbucks-created-a-platform-and_1407889.png", "width": 1080, "height": 1080, "caption": "“I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 9, "item": { "@type": "Quotation", "text": "Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no longer was. But within a year we had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/overnight-the-digital-age-had-changed-the-course-of-history-for-our/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/50b/howard-schultz-1317_age_overnight-the-digital-age-had-changed-th_454301.jpg", "contentUrl": "https://sms4smile.com/quotes/i/50b/howard-schultz-1317_age_overnight-the-digital-age-had-changed-th_454301.jpg", "url": "https://sms4smile.com/quotes/i/50b/howard-schultz-1317_age_overnight-the-digital-age-had-changed-th_454301.jpg", "width": 1080, "height": 1080, "caption": "“Overnight the digital age had changed the course of history for our company. Everything that we thought was…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 10, "item": { "@type": "Quotation", "text": "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.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/great-companies-that-build-an-enduring-brand-have-an-emotional/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/2b4/howard-schultz-1317_barriers_great-companies-that-build-an-enduring-b_2034764.png", "contentUrl": "https://sms4smile.com/quotes/i/2b4/howard-schultz-1317_barriers_great-companies-that-build-an-enduring-b_2034764.png", "url": "https://sms4smile.com/quotes/i/2b4/howard-schultz-1317_barriers_great-companies-that-build-an-enduring-b_2034764.png", "width": 1080, "height": 1080, "caption": "“Great companies that build an enduring brand have an emotional relationship with customers that has no…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 11, "item": { "@type": "Quotation", "text": "In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/in-this-ever-changing-society-the-most-powerful-and-enduring-brands-2/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/985/howard-schultz-1317_ads_in-this-ever-changing-society-the-most-p_1722937.jpg", "contentUrl": "https://sms4smile.com/quotes/i/985/howard-schultz-1317_ads_in-this-ever-changing-society-the-most-p_1722937.jpg", "url": "https://sms4smile.com/quotes/i/985/howard-schultz-1317_ads_in-this-ever-changing-society-the-most-p_1722937.jpg", "width": 1080, "height": 1080, "caption": "“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 12, "item": { "@type": "Quotation", "text": "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.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "url": "https://sms4smile.com/quotes/howard-schultz/the-rules-of-engagement-around-building-a-brand-have-changed/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/020/howard-schultz-1317_brands_the-rules-of-engagement-around-building_2608434.jpg", "contentUrl": "https://sms4smile.com/quotes/i/020/howard-schultz-1317_brands_the-rules-of-engagement-around-building_2608434.jpg", "url": "https://sms4smile.com/quotes/i/020/howard-schultz-1317_brands_the-rules-of-engagement-around-building_2608434.jpg", "width": 1080, "height": 1080, "caption": "“The rules of engagement around building a brand have changed significantly over the past 10 to 15 years…” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } } ] }, { "@type": "CollectionPage", "@id": "https://sms4smile.com/quotes/about/brands/howard-schultz/#webpage", "url": "https://sms4smile.com/quotes/about/brands/howard-schultz/", "name": "Brands Quotes by Howard Schultz", "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "mainEntity": { "@id": "https://sms4smile.com/quotes/about/brands/howard-schultz/#itemlist" }, "primaryImageOfPage": { "@id": "https://sms4smile.com/quotes/i/881/howard-schultz-1317_advertising_authentic-brands-don-t-emerge-from-marke_2729898.png" }, "description": "12 Brands quotes by Howard Schultz. 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