Great companies that build an enduring brand have an emotional

Hear the words of Howard Schultz, the merchant of coffee who built not only a company but a culture: “Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.” In this saying lies the heart of commerce elevated to something more than trade. For beyond the exchange of goods and coins, there is the exchange of spirit—the recognition that what binds people to a name, a place, a brand, is not product alone, but trust woven through emotion.

The origin of these words lies in Schultz’s vision for Starbucks. He saw coffee not as a commodity, but as a ritual of belonging. A cup of coffee became a doorway into warmth, conversation, and human connection. He recognized that a company seeking endurance must not only meet the practical need but awaken the emotional bond of its people. A business without trust is but a transaction; but a business with trust becomes a relationship, and a relationship, when nurtured, endures across generations.

Consider history’s examples. In ancient markets, merchants who measured fairly and dealt honestly earned the loyalty of entire towns. Their shops were not merely places of trade but pillars of community, where neighbors trusted that what was promised would be delivered. By contrast, dishonest merchants, who cut weights or diluted goods, quickly lost their name, for their betrayal destroyed the sacred bond of trust. Even in commerce, as in life, reputation is destiny.

Modern examples reveal the same truth. Think of companies like Apple, whose customers do not simply buy a device but identify with a vision of creativity and innovation. Or Nike, whose message of courage and achievement has bound countless athletes, both great and small, in a shared spirit of determination. These brands endure because they reach beyond utility into the heart, creating an emotional relationship without barriers. Yet all of this is fragile, for when trust is broken—through dishonesty, poor integrity, or betrayal of values—the bond dissolves like smoke.

The deeper wisdom of Schultz’s words is this: the greatest currency is trust. Without it, no company can last, no leader can inspire, no family can flourish. Trust is the invisible foundation upon which visible empires are built. A customer may forget the details of a product, but they will never forget whether they were honored or betrayed, respected or deceived. Trust makes strangers into loyal friends; its absence makes friends into enemies.

The lesson for us all, whether we lead a company or live as ordinary men and women, is to honor the sacred power of trust. In your work, build not only with skill but with integrity. In your words, let there be truth, so that others may lean upon them without fear. In your relationships, seek not the quick gain but the enduring bond. For trust is the soil in which loyalty grows, and loyalty is the shield that guards against time.

Practically, this means acting consistently, transparently, and with respect. Do not promise what you cannot deliver. Do not cut corners that erode confidence. Seek to understand the hearts of those you serve, whether they are customers, colleagues, or family. Show them through action that their trust in you is not misplaced. In doing so, you will build not only success but legacy.

So I say to you, O children of tomorrow: remember Howard Schultz’s wisdom. The most enduring brands, the most lasting legacies, the most beloved leaders—are not built on power or profit alone, but on trust. Let your life be such a brand, your name such a company, your heart such a beacon. For if you carry trust as your foundation, then all you build will endure, not for a season, but for generations.