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Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
Coffee Origin Branding
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Coffee Origin Branding

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Andrew Hetzel's June 24, 2010 presentation "Developing an Origin Brand" for the Speciality Coffee Association of Europe (SCAE) conference in London.

Andrew Hetzel's June 24, 2010 presentation "Developing an Origin Brand" for the Speciality Coffee Association of Europe (SCAE) conference in London.

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Transcript

  1.  
  2.  
  3.  
  4.  
  5. Branding is often misunderstood
  6. What is a brand?
  7. What does it really mean?
  8. What does it not mean?
  9. Why is it difficult to define?
  10. Why is a brand important?
  11. Branding reduces costs
  12. Brands increase profitability
  13. Brands increase sales
  14. How can you achieve a strong brand?
  15. Appeal to your audience “Made with only natural ingredients Blended to perfection Roasted for 17 hours Then filled with coffee” ~ Glasspac Containers
  16. Understand your business
  17. Listen to and understand who your customer is
  18. Always be consistent
  19. Safety in numbers?
  20.  
  21.  
  22.  
  23.  
  24. FOR ATHLETES, GATORADE PRO IS A SPORTS DRINK WHICH REPLENISHES FLUID CARBOHYDRATES AND ELETROLYTES ALL DAY LONG UNLIKE POWERADE, USES HALF THE SODIUM. THAT
  25.  
  26. GATORADE PRO SPORTS DRINK GIVES YOU ENERGY ALL DAY. THAT IS THE ONLY
  27. It’s succinct
  28. Nike: “Just do it.”
  29. It describes your core target audience
  30. Apple Mac: “the computer for the rest of us”
  31. It’s a compelling picture of the desired perception of the brand
  32. Hard Rock Café: “to spread the spirit of Rock 'n Roll”
  33. Unique
  34. Narrow
  35. Affordable
  36. Durable
  37. Believable
  38.  
  39. Establish an imbalance
  40. Obtain authoritative reviews
  41. Promote quality
  42. Communicate a human story
  43. Use images to share the experience
  44. Conduct tasting events
  45. Use new media to promote the message
  46. Leverage brand equity
  47. It doesn’t end with the logo

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