Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.
Howard SchultzIn many places where coffee is grown, deforestation is a major issue. With Starbucks' position in the marketplace and the respect and relationships we have, we can - and have, in some cases - been able to educate and influence people.
Howard SchultzIt's different when you're trying to turn something around, especially something that you built, at a time when so many constituents - the media, Wall Street, competitors, ex-employees - are all saying that Starbucks's best days are behind it, and that Schultz is never going to be able to bring it back.
Howard SchultzMy mother taught me something at a young age - she said 'you are the company you keep.' To define yourself by some label or some level of resources - that's pretty shallow.
Howard Schultz