The Value Of A Distinct Brand

THE VALUE OF A DISTINCT BRANDBRIAN W. JONES

HELLO

100% COLOMBIAN COFFEE

COFFEE

#1

COFFEE

#2

CASE OF THE MONDAYS

IT’S SO HOT WHEN GUYS

DRINK BLACK COFFEE

- Ex Girlfriend

THE ENLIGHTENMENT

COFFEE, PIE & CONVERSATION

DEAR COFFEE, I LOVE YOU.

PERSONAL PROJECTS

CLIENT PROJECTS

CURRENT PROJECT

WHAT IS A BRAND?

“to burn”

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Com

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A BRAND IS NOT

A NAMEA LOGO

A TAGLINEA COLOR

A RETAIL STOREA WEBSITE

IT IS ALL OF THOSE THINGS.

NAME

LOGO

TAGLINE

GRAPHICS

COLOR

SHAPES

SOUNDS

TASTES

SERVICE

INTERIOR

BRAND

THE INTANGIBLE SUM

OF A PRODUCT’S ATTRIBUTES.

- David Olgilvy

A BRAND IS

THE PERCEPTION

OF YOUR ORGANIZATION

BY INDIVIDUALS &

THE PUBLIC.

IF A CAFE OPENS IN

THE FOREST AND NO ONE

IS AROUND TO VISIT,

DOES IT EXIST?

A BRAND

DEVELOPS BASED ON

YOUR ABILITY TO LIVE UP

TO THE PROMISES

YOU MAKE.

WORLD’S

BEST CUP OF

COFFEE!

WHY BRANDS MATTER?

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100%

75%

50%

25%

0%

AUTOFINANCE

Corporate Value Distribution

FOOD LUXURY

BrandIntangiblesTangibles

Dat

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cial

Tim

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THE MOST KNOWN

WORD ON THE PLANET IS

“OK”

THE SECOND MOST KNOWN

WORD ON THE PLANET IS

“COKE”

DIFFERENTIATION

BRAND PARITY

As these roasters set up shop and expand in the Bay Area, a very specific design aesthetic has emerged: light-filled, loft-like spaces; the transformation of industrial foundations into

polished interiors; hand-hewn accents referencing a building’s past; repurposed elements with

a rustic-chic patina ...

... Perhaps the all-white interiors with light-colored wood, stainless steel and concrete

are just the coincidental shared branding elements that differentiate these cafes from the corner Starbucks and illustrate their efforts to let the

coffee experience shine.

“Common Grounds: Design trend in third wave coffee shops is percolating.” SFWeekly. 10 April, 2014.

-Allison McCarthy

Saint Frank, San Francisco, CA

Sightglass, San Francisco, CA

Four Barrel/The Mill, San Francisco, CA

Sightglass, San Francisco, CA

Verve, Santa Cruz, CA

Coava, Portland, OR

Spyhouse, Minneapolis, MN

Barn, Berlin, Germany

Sumerian, Shanghai, China

GOD IS IN THE DETAILS

-Mies van der Rohe

G&B, Los Angeles

G&B, Los Angeles

G&B, Los Angeles

G&B, Los Angeles

Go Get Em Tiger, Los Angeles

Workshop Coffee, London

Workshop Coffee, London

3FE, Dublin, Ireland

3FE, Dublin, Ireland

Intelligentsia, Los Angeles, CA

Dogwood, Minneapolis, MN

Parka, Minneapolis, MN

MIIT, Riga, Latvia

A HANDSOME CASE STUDY

PRODUCERS & BRAND

STORYTELLING

EDUCATION

COOPERATION

HOW TO BUILD A BRAND?

HIRE THE RIGHT TEAM

OFFER A GREAT PRODUCT

KNOW YOUR CUSTOMERS

BE CONSISTENT

BE UNIQUE

BE A LEADER

IF YOU ARE NOT A BRAND,

YOU ARE A COMMODITY

- Philip Kotler

QUESTIONS?

Brian W. JonesFounder & EditorDear Coffee, I Love You@DCILY

Director of Brand & DesignSupersonic Coffee Co.@EnjoySupersonic