This document contains 10 quotes from Starbucks executives about building the Starbucks brand and culture. Howard Schultz emphasizes investing in employees and building the brand through great customer service. Scott Bedbury stresses the importance of brands being relevant, responsible, and welcoming. Diedra Wager notes Starbucks balances being comforting yet also surprising customers. The quotes provide insights into Starbucks' focus on its people-first approach to business.

1. TEN QUOTES from Starbucks Executives that didn’t make it into TRIBAL KNOWLEDGE

2. “ We built the Starbucks brand first with our people, not with consumers — the opposite approach from that of the crackers and cereal companies.” Howard Schultz Starbucks chairman & visionary

3. “ We believed the best way to meet and exceed the expectations of our customers was to hire and train great people, we invested in employees who were zealous about good coffee.” Howard Schultz Starbucks chairman & visionary

4. “ Excessive marketing spending will only accelerate the demise of any poorly conceived company.” Scott Bedbury former Starbucks executive

5. “ To win, brands must be relevant, responsible, honest, definable, and a welcome part of contemporary culture.” Scott Bedbury former Starbucks executive

6. “ Brands need to communicate that they are along for the ride. They are made of flesh and emotion. That they are made possible by people.” Scott Bedbury former Starbucks executive

7. Dave Olsen seasoned “Starbucks Fellow” “ A cup of coffee is a miracle. It’s what can be. Tell me something that can simultaneously by warm and comforting and stimulating and invigorating.”

8. Diedra Wager former Starbucks Executive “ Starbucks is always managing the tension between opposites. On the one hand, I’d say we’re comforting and predictable. Yet on the other hand, we’re constantly surprising and delighting.”

9. “ Starbucks partners are here because they respect the company. They should also respect the marketing programs.” Scott Bedbury former Starbucks executive

10. Howard Behar former Starbucks executive “ Where we have a problem — we have a problem leader.”

11. Howard Behar former Starbucks executive “ Think like a person of action. Act like a person of thought.”

12. To read quotes that DID make the cut, pick up a copy of … TRIBAL KNOWLEDGE www.tribalknowledge.biz