but I believed very strongly that we
could build a different kind of company
I never believed never I think it would
have been arrogant to believe that we
could have a thousand 2,000 or 7,500
stores in the US and around the world
but something really magical started
happening and it started happening as a
result of not advertising or
conventional consumer classical
marketing the fact is that Starbucks
spends very little on traditional
advertising it started happening because
we demonstrated to ourselves and now the
world that to build an enduring
sustainable long-term business and
consumer brand it’s not about fancy
marketing it’s about establishing a very
powerful and unusual emotional
relationship with the customer
could build a different kind of company
I never believed never I think it would
have been arrogant to believe that we
could have a thousand 2,000 or 7,500
stores in the US and around the world
but something really magical started
happening and it started happening as a
result of not advertising or
conventional consumer classical
marketing the fact is that Starbucks
spends very little on traditional
advertising it started happening because
we demonstrated to ourselves and now the
world that to build an enduring
sustainable long-term business and
consumer brand it’s not about fancy
marketing it’s about establishing a very
powerful and unusual emotional
relationship with the customer
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