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Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market.

You certainly don't want to market the president as if he or she were a box of breakfast cereal.

When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for.

The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.

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.

Consumer behaviour changes in a glacial fashion.

Changing our consumer behaviour is similar to quitting smoking. Unless people are shocked into doing it, either by social disapproval or family disapproval or fear of the medical consequences, they'll just keep on smoking.

Every time there is a recession, consumers will typically be more cautious, more conservative, take more time, and make more serious price-performance trade-offs.

Coca-Cola is an American icon.

You have to be willing to totally immerse yourself in China in order to have in-depth exposure to China.

Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy.

In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.

When times are good, there is budget available for increased research on secondary products or customers.

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.

The opinions of a convenience sample... may not represent all users.

The FTC doesn't regulate political speech.

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.

The only thing you need to set up a business school is a warm body and a piece of chalk.

Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy.

The skills associated with knowledge creation are totally different from the skills associated with production.

If you can promise a vital and vibrant research environment as well as great students to your faculty, you can recruit some top faculty. The top faculty on your roster will then help you to attract further top students in your program.

The president can't succeed without Congress, and Congress can't succeed without the president. The image of one depends on the image of another. It is not a zero-sum game.

The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior.

Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion.

If there is cultural imperialism, it is definitely American.

The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.

When you have a CEO who is an ex-CMO, that is going to put the marketing tool kit front and center.

There are distinct categories of consumers, each of which needs to be addressed in a different way.

Obama and Clinton make an interesting contrast in brands.

Younger people obviously are more likely to openly express their political affiliations in terms of gear.

Consumers around the world are excited to share common experiences.

A company's commitment to searching out potential blockbusters and then investing in marketing to convert potential to reality attracts and retains top scientists and creatives.

You have lines of people outside Apple stores waiting for the latest iPhone, which adds to the hype around new product launch. So scarcity has value not just in its own right, but as a basis for free PR - it can become a story on the nightly news.

The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin.

Personal brand equity erodes much faster than corporate brand equity.

It's impossible for any institution to compete unless you can afford world class faculty.

It's pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers.

Understanding place is critical to achieving corporate growth.

Ease of navigation is important in both physical and virtual space.

Paying extra for prime placement can often pay off.

If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike - it means as much to them as it does to the company.

It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.

I think part of the problem that the Republicans have is that the base has, in many cases, certain litmus test issues on which they are black and white on their thinking.

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