Chocolate Love - Laura Jones BiB Final Presentation

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This is a slide deck that Laura Jones and her team ran as a video (with a CD in a boombox for soundtrack) in Jennifer Aaker's 2008 Building Innovative Brands class.

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Chocolate Love - Laura Jones BiB Final Presentation

  1. 1.
  2. 2.
  3. 3.
  4. 4. Meet Jen<br />
  5. 5. User: Jen Musty<br />Occupation: Pastry Chef<br />Title: Head baker <br />Company: Batter Bakery<br />
  6. 6. User: Jen Musty<br />Jen’s Natural Environment: <br />Batter Bakery kitchen<br />
  7. 7.
  8. 8. The<br />
  9. 9. Object<br />
  10. 10. of<br />
  11. 11. Jen’s<br />
  12. 12. Obses-<br />
  13. 13. ession<br />
  14. 14. Double Chocolate Chip Cookies<br />
  15. 15. Double Chocolate Chip Cookies<br />
  16. 16. And everything else chocolate.<br />
  17. 17. And everything else chocolate.<br />
  18. 18.
  19. 19. No one buys, bakes,and eats more chocolate than Jen.<br />Seriously.<br />
  20. 20.
  21. 21. This is what Jen says when buying chocolate<br />
  22. 22. “Quality ingredients are key. I would try any of the higher-end chocolates.”<br />Jen’s favorite artisanal flavor:<br />Cacao Barry<br />Jen inherently trusts only “artisanals” as they are created by expert chocolatiers<br />
  23. 23. This is what Jen thinks when buying chocolate<br />
  24. 24. Jen’s Chocolate Brand Caste System<br />Cacao Barry<br />Artisanals to die for<br />Valrhona<br />Michel Cluizel<br />Scharffen Berger<br />Mass ‘high end’brands<br />Guittard<br />Ghirardelli<br />Yet more mass brands<br />Hershey’s<br />Nestlé<br />Mars<br />Cadbury<br />
  25. 25. This is what we see in Jen’s kitchen<br />
  26. 26. Mrs. Richardson’s: a cheap, mass brand of caramel<br />… but, Jen uses it because her mom used it when Jen was growing up.<br />(Jen doesn’t seem to be opposed to mass as long as it’s tasty and trusted)<br />
  27. 27. What Jen really seems to want is taste, texture, and …<br />
  28. 28. … a truly knowledgeable supplier<br />
  29. 29. If only Jen<br />could get beyond labels<br />
  30. 30. labels<br />
  31. 31. labels.<br />
  32. 32.
  33. 33. Meet Gary<br />
  34. 34. Name: Gary Guittard<br />Occupation: ChocolatierTitle: CEO<br />Company: Guittard Chocolate<br />
  35. 35. Name: Gary Guittard<br />Gary’s Natural Location: <br />The Guittard Chocolatier Office<br />
  36. 36.
  37. 37. The<br />
  38. 38. Object<br />
  39. 39. of<br />
  40. 40. Gary’s<br />
  41. 41. Obses-<br />
  42. 42. ession<br />
  43. 43. Criollo<br />
  44. 44. Criollo.<br />
  45. 45. a mythical breed of white-colored chocolate, exceedingly rare with a delicate flavor between milk and dark<br />Criollo (krE-O-yO):<br />(rare like a unicorn)<br />
  46. 46. And everything else chocolate.<br />
  47. 47. And everything else chocolate.<br />
  48. 48.
  49. 49. A San Francisco phonebook from 1879 <br />Guittard – Sansome Street<br />1879. Like we said, this is a long-term chocolate relationship<br />
  50. 50. No one knows more about chocolate than Gary.<br />Seriously.<br />
  51. 51. And yet, when Gary talks to choco-hip bakers like Jen, he feels like that kid at the middle school dance.<br />
  52. 52. You know, that kid.<br />
  53. 53. He may not technically be “artisanal” but he’snot exactly Hershey’s …<br />(does this sign seem cold, corporate, conglomerate?)<br />
  54. 54. If only he<br />could escapebeing labeled<br />
  55. 55. labeled<br />
  56. 56. labeled.<br />
  57. 57.
  58. 58. Two people<br />
  59. 59. united<br />in a<br />common<br />passion . . .<br />
  60. 60. Sweet<br />Hot<br />Hazelnut<br />French<br />Drinking<br />White<br />Chocolate<br />Milk<br />D<br />ouble<br />r<br />k<br />riollo<br />Belgian<br />Baking<br />Unsweetened<br />Mint<br />Sweet Dark<br />Bittersweet<br />
  61. 61. And yet Jen can’t see it<br />
  62. 62.
  63. 63. What Gary needs is a way to share his deep knowledge with his consumers.<br />
  64. 64.
  65. 65. (Momentary pause, while we consider)<br />
  66. 66.
  67. 67. What if<br />
  68. 68. What if<br />
  69. 69. What if<br />
  70. 70. What if<br />
  71. 71. What if Jen knew more about Gary’s expertise<br />
  72. 72. What if Gary was able to communicate with Jen<br />
  73. 73. What if we brought Jen and Gary together<br />
  74. 74. What if we brought Jen and Gary together<br />
  75. 75. together<br />
  76. 76. together<br />
  77. 77.
  78. 78. Picture it happening<br />
  79. 79. (honestly, picture it)<br />
  80. 80. Gary<br />Jen and her chef friends<br />and<br />
  81. 81. Picture a world where<br />Gary reaches out to Jen<br />Jen: “Wow, this guy knows his stuff”<br />Gary: “Come talk with me online (not in a sketchy way)”<br />
  82. 82. Picture a world where<br />Jen can tell Gary how she feels<br />Jen: “Can you get rid of that hideous green mint chocolate?”<br />Gary: “I’m burning it as we speak.”<br />hello.<br />Jen: “You had me at hello.”<br />criollo<br />
  83. 83.
  84. 84. This new world could look like this<br />
  85. 85. chocolate love blog<br />bakers unite!<br />got feedback?<br />(click here)<br />hosted by Guittard, open to all who bake. please be candid (we won’t take offense)<br />chef2chef: Chocolate. Discuss.<br />post<br />PastryGrrl: Guittard is the only brand that has them. Love those chips! Using them in my brownies to cut the sweetness<br />WHAT’S NEWS?<br />Where’s Gary?<br />VENEZULA (5/26)<br />Most of the world's cacao is still grown on small farms. The past few weeks, I have had the chance to speak with families depend on cacoa for economic livelihood. On this trip, I was visiting a community that is replanting the rare criollo varietal. Processing for this bean is similar but not identical to the more robust and common beans. The Criollo is harvested, fermented and dried, farmers have as many as 2-3 to get their dried cacao beans to market, via donkey for instance….(more)<br />JJ: Looking for a good unsweetened chip? Any recs?<br />Rebecca S: I have been hearing a lot about Criollo, has anyone tried using it in powered form? Let me know…<br />Pastry chef Zac Young of Butter has teamed up with designer Nicole Romano to showcase what they consider their masterpiece: "Bakewear," a tempting — and totally edible — dress. The fashion statement will make its debut at the 10th Anniversary Chocolate Show tonight,<br />more<br />DISTRIBUTION<br />PRODUCT<br />SCHOLARSHIPS<br />LOCAL EVENTS<br />WHO’S USING<br />PARIS (4/11)<br />My family first started making chocolate in France over 150 years ago. This month, I went back to talk to some of my favorite chefs: Peirre Hermes and the folks at Laudree. I can never get enough macaroons when in Paris. Stateside it’s hard to find anything comparable…(more)<br />recipe box<br />Bouchon Bakery’s dark chocolate tarte<br />Citizen Cake’s double chocolate cupcakes<br />Jen Musty’s espresso chip cookies <br />(enter)<br />
  86. 86. and it’s not just online….<br />‘Join the Guittard family’ culinary scholarships<br />New chef-focused events and workshops<br />SCHOLARSHIPS<br />LOCAL EVENTS<br />LOCAL EVENTS<br />SCHOLARSHIPS<br />Gary: “Remember Guittard when you make it as a chef”<br />Gary: “Let’s talk and make choco-love”<br />
  87. 87.
  88. 88.
  89. 89.
  90. 90. Suddenly<br />
  91. 91. Suddenly<br />
  92. 92. Suddenly<br />we have<br />
  93. 93.
  94. 94. Gary<br />as a chocolate lover<br />
  95. 95. Gary<br />as the unpretentious expert<br />
  96. 96. Gary<br />as the face of Guittard<br />
  97. 97. And<br />
  98. 98. connected<br /> community of chocolate lovers<br />A <br />
  99. 99. passionate<br /> community of chocolate lovers<br />A <br />
  100. 100. lively<br /> community of chocolate lovers<br />A <br />
  101. 101. And<br />
  102. 102. differentiated<br />A brand<br />spirited<br />valuable<br />
  103. 103. Guittard<br />Come share your choco-love<br />(and meet Gary)<br />
  104. 104. Now experience the chocolate yourself!<br />

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