John Quelch Quotes

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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...

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

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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...

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

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