Asking Quote by Howard Schultz
“Despite the fact that Starbucks has grown to be a large company. We've always played music in our stores and has always acted as an opportunity to create a mood in our stores. And customers started asking, "What song are you playing and can I buy that?" . And we said "No." And that was kind of the catalyst for beginning to look at music. We started out with our own compilations and after the success of that. We had the courage to say, "Let's produce our own record." and the first record was with Ray Charles before he unfortunately passed away.”
About This Quote
Source Interview: Howard Schultz on Starbucks music strategy, 2015
Starbucks turned music into a brand experience, eventually creating its own record label.
In simple terms: Music can shape brand mood and become a product.
Key Takeaway
Leverage sensory elements to deepen customer connection.
Themes
branding
creativity
music industry
entrepreneurship
Mood
innovative
strategic
Type
inspirational
business
When to use this quote
- store design
- marketing campaigns
- product diversification
- artist collaborations
Key Concepts
Sensory marketing
brand identity
Questions to Reflect On
- How can other senses enhance brand loyalty?
- What risks arise when a brand expands into new media?
A Different Perspective
Focusing on music may distract from core coffee business.
