The Value Of A Distinct Brand

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    11-Aug-2014

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The slides from a lecture I gave at the 2014 Specialty Coffee Association of America Event about the value of a distinct brand in the specialty coffee industry.

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<ul><li> THE VALUE OF A DISTINCT BRAND BRIAN W. JONES </li> <li> HELLO </li> <li> 100% COLOMBIAN COFFEE </li> <li> COFFEE #1 COFFEE #2 </li> <li> CASE OF THE MONDAYS </li> <li> ITS SO HOT WHEN GUYS DRINK BLACK COFFEE - Ex Girlfriend </li> <li> THE ENLIGHTENMENT </li> <li> COFFEE, PIE &amp; CONVERSATION </li> <li> DEAR COFFEE, I LOVE YOU. </li> <li> PERSONAL PROJECTS </li> <li> CLIENT PROJECTS </li> <li> CURRENT PROJECT </li> <li> WHAT IS A BRAND? </li> <li> to burn ImageCredit:MaryHarrsch,Flickr,CreativeCommons </li> <li> A BRAND IS NOT A NAME A LOGO A TAGLINE A COLOR A RETAIL STORE A WEBSITE </li> <li> IT IS ALL OF THOSE THINGS. </li> <li> NAME LOGO TAGLINE GRAPHICS COLOR SHAPES SOUNDS TASTES SERVICE INTERIOR BRAND </li> <li> THE INTANGIBLE SUM OF A PRODUCTS ATTRIBUTES. - David Olgilvy </li> <li> A BRAND IS THE PERCEPTION OF YOUR ORGANIZATION BY INDIVIDUALS &amp; THE PUBLIC. </li> <li> IF A CAFE OPENS IN THE FOREST AND NO ONE IS AROUND TO VISIT, DOES IT EXIST? </li> <li> A BRAND DEVELOPS BASED ON YOUR ABILITY TO LIVE UP TO THE PROMISES YOU MAKE. </li> <li> WORLDS BEST CUP OF COFFEE! </li> <li> WHY BRANDS MATTER? </li> <li> ImageCredit:PaulNelson,Flickr,CreativeCommons </li> <li> 100% 75% 50% 25% 0% AUTOFINANCE Corporate Value Distribution FOOD LUXURY BrandIntangiblesTangibles DataSource:FinancialTimes </li> <li> THE MOST KNOWN WORD ON THE PLANET IS OK </li> <li> THE SECOND MOST KNOWN WORD ON THE PLANET IS COKE </li> <li> DIFFERENTIATION </li> <li> BRAND PARITY </li> <li> 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 buildings past; repurposed elements with a rustic-chic patina ... </li> <li> ... 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 </li> <li> Saint Frank, San Francisco, CA </li> <li> Sightglass, San Francisco, CA </li> <li> Four Barrel/The Mill, San Francisco, CA </li> <li> Sightglass, San Francisco, CA </li> <li> Verve, Santa Cruz, CA </li> <li> Coava, Portland, OR </li> <li> Spyhouse, Minneapolis, MN </li> <li> Barn, Berlin, Germany </li> <li> Sumerian, Shanghai, China </li> <li> GOD IS IN THE DETAILS -Mies van der Rohe </li> <li> G&amp;B, Los Angeles </li> <li> G&amp;B, Los Angeles </li> <li> G&amp;B, Los Angeles </li> <li> G&amp;B, Los Angeles </li> <li> Go Get Em Tiger, Los Angeles </li> <li> Workshop Coffee, London </li> <li> Workshop Coffee, London </li> <li> 3FE, Dublin, Ireland </li> <li> 3FE, Dublin, Ireland </li> <li> Intelligentsia, Los Angeles, CA </li> <li> Dogwood, Minneapolis, MN </li> <li> Parka, Minneapolis, MN </li> <li> MIIT, Riga, Latvia </li> <li> A HANDSOME CASE STUDY </li> <li> PRODUCERS &amp; BRAND </li> <li> STORYTELLING </li> <li> EDUCATION </li> <li> COOPERATION </li> <li> HOW TO BUILD A BRAND? </li> <li> HIRE THE RIGHT TEAM </li> <li> OFFER A GREAT PRODUCT </li> <li> KNOW YOUR CUSTOMERS </li> <li> BE CONSISTENT </li> <li> BE UNIQUE </li> <li> BE A LEADER </li> <li> IF YOU ARE NOT A BRAND, YOU ARE A COMMODITY - Philip Kotler </li> <li> QUESTIONS? Brian W. Jones Founder &amp; Editor Dear Coffee, I Love You @DCILY Director of Brand &amp; Design Supersonic Coffee Co. @EnjoySupersonic </li> </ul>