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In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.
Howard Schultz
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Interpretation

What this quote means

Authenticity and emotional connection are essential for building lasting brands.

Howard Schultz emphasizes that in a rapidly changing world, brands that endure do so not because of clever marketing, but because they are rooted in authenticity and emotional connections. The strength of a brand lies in its ability to resonate with the human spirit, fostering genuine relationships with consumers rather than relying solely on advertising tactics. This perspective highlights the importance of being real, sustainable, and connected to the values of people, ensuring longevity in the marketplace.

Themes

AuthenticityBrandingBusinessHuman ConnectionSustainability

In practice

Example use cases

In a marketing presentation to emphasize the importance of brand authenticity.

More from Howard Schultz

The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
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The future of America is not an entitlement. We have been given a treasure chest of gifts and opportunities, but some people are being left behind, and success is not sustainable unless it is shared.
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While their service is ending, our responsibility is just beginning!
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In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
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When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
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