This document appears to be an assignment for a student named Michael Esposito on developing a smartphone application called CoffeeRate for rating coffee shops. It includes research conducted on coffee shops and customer behaviors as well as branding exercises done throughout the development process. These exercises include naming the application, designing brand personality, creating a logotype, and setting up social media pages on Facebook with the goal of acquiring fans.

1. Michael EspositoCoffee Shop Rating Smartphone Application
FA102a,
Research and Speculative
Product/Service Development

2. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment One, Research
“An Actual Thing That Actually Happened Today”
https://waitbutwhy.com/2018/04/coffee-shop-debacle.html

3. Michael EspositoCoffee Shop Rating Smartphone Application
Coffee shops are usually busy and filled with people

4. Michael EspositoCoffee Shop Rating Smartphone Application
“Research has shown that a moderate level of ambient noise…improves
performance on creative tasks.
https://www.newscientist.com/article/2090717-do-you-get-your-best-work-done-in-coffee-shops-heres-why/

5. Michael EspositoCoffee Shop Rating Smartphone Application
“The owners of the café…turn the Wi-Fi off after 5pm, and for the entirety of
the weekend”
https://www.thrillist.com/drink/nation/free-wifi-coffee-shops

6. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment One, Future Product or Service
Coffee Shop Rating Smartphone Application
-Input information about coffee shops
-Search for coffee shops by needs

7. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Two, Source for Brand Character Words
Taylor Swift

8. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Two, Naming Process
Coffee Shop Rating Application
CoffeeRating
CoffRate
CoffeeRate

9. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Two, Final Product/Service Name
CoffeeRate

10. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Two, Brand Character Diagram Sketch

11. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Two, Brand Character Diagram
CoffeeRate
Persona
Cool
Golden
Friend
Language
Modern
Bold
Fun
Tone
Easy
Chill
Calm
Purpose
Rate
Help
Simplify

12. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Three, Logotype Research, Word from Diagram
Friend

13. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Three, Logotype Research

14. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Three, Finished Logotype

15. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Facebook Pages

16. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Facebook Pages

17. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Facebook Pages

18. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Branding, Research
Yelp
https://www.facebook.com/yelp/
Zagat
https://www.facebook.com/Zagat/
UrbanSpoon
https://www.facebook.com/urbanspoons/

19. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Creating Community
Told my friends who are demographic

20. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Creating Community
Posted tweet to demographic following

21. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Research
Low number of likes
“"When a brand focuses on acquiring and engaging fans, it can benefit from
a significant secondary effect - exposure amoung friends of fans that often
surpasses reach among fans.”
http://www.journalofadvertisingresearch.com/content/52/1/40

22. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Research
Photographs are self-taken using phone
http://journals.sagepub.com/doi/abs/10.2501/IJMR-2013-034

23. Michael EspositoCoffee Shop Rating Smartphone Application
Assignment Four, Social Media Design, Research
There is not any content yet
“Consumers' use of brands to reflect their actual and ideal selves on
Facebook“
https://www.sciencedirect.com/science/article/abs/pii/S016781161200059
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