Top 10 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 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.

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