51 Quotes by John Quelch

Coca-Cola is an American icon.

If I ask for money, all I get is advice. But if I ask for advice, I end up getting money.

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.

Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy.

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.

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.

In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.

Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.