THE VALUE OF A DISTINCT BRAND
BRIAN 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”
ImageCredit:MaryHarrsch,Flickr,CreativeCommons
A BRAND IS NOT
A NAME
A LOGO
A TAGLINE
A COLOR
A RETAIL STORE
A 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?
ImageCredit:PaulNelson,Flickr,CreativeCommons
100%
75%
50%
25%
0%
AUTOFINANCE
Corporate Value Distribution
FOOD LUXURY
BrandIntangiblesTangibles
DataSource:FinancialTim...
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...
... Perhaps the all-white interiors with
light-colored wood, stainless steel and concrete
are just the coincidental shared...
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. Jones
Founder & Editor
Dear Coffee, I Love You
@DCILY
Director of Brand & Design
Supersonic Coffee Co....
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
The Value Of A Distinct Brand
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The Value Of A Distinct Brand

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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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The Value Of A Distinct Brand

  1. 1. THE VALUE OF A DISTINCT BRAND BRIAN W. JONES
  2. 2. HELLO
  3. 3. 100% COLOMBIAN COFFEE
  4. 4. COFFEE #1 COFFEE #2
  5. 5. CASE OF THE MONDAYS
  6. 6. IT’S SO HOT WHEN GUYS DRINK BLACK COFFEE - Ex Girlfriend
  7. 7. THE ENLIGHTENMENT
  8. 8. COFFEE, PIE & CONVERSATION
  9. 9. DEAR COFFEE, I LOVE YOU.
  10. 10. PERSONAL PROJECTS
  11. 11. CLIENT PROJECTS
  12. 12. CURRENT PROJECT
  13. 13. WHAT IS A BRAND?
  14. 14. “to burn” ImageCredit:MaryHarrsch,Flickr,CreativeCommons
  15. 15. A BRAND IS NOT A NAME A LOGO A TAGLINE A COLOR A RETAIL STORE A WEBSITE
  16. 16. IT IS ALL OF THOSE THINGS.
  17. 17. NAME LOGO TAGLINE GRAPHICS COLOR SHAPES SOUNDS TASTES SERVICE INTERIOR BRAND
  18. 18. THE INTANGIBLE SUM OF A PRODUCT’S ATTRIBUTES. - David Olgilvy
  19. 19. A BRAND IS THE PERCEPTION OF YOUR ORGANIZATION BY INDIVIDUALS & THE PUBLIC.
  20. 20. IF A CAFE OPENS IN THE FOREST AND NO ONE IS AROUND TO VISIT, DOES IT EXIST?
  21. 21. A BRAND DEVELOPS BASED ON YOUR ABILITY TO LIVE UP TO THE PROMISES YOU MAKE.
  22. 22. WORLD’S BEST CUP OF COFFEE!
  23. 23. WHY BRANDS MATTER?
  24. 24. ImageCredit:PaulNelson,Flickr,CreativeCommons
  25. 25. 100% 75% 50% 25% 0% AUTOFINANCE Corporate Value Distribution FOOD LUXURY BrandIntangiblesTangibles DataSource:FinancialTimes
  26. 26. THE MOST KNOWN WORD ON THE PLANET IS “OK”
  27. 27. THE SECOND MOST KNOWN WORD ON THE PLANET IS “COKE”
  28. 28. DIFFERENTIATION
  29. 29. BRAND PARITY
  30. 30. 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 ...
  31. 31. ... 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
  32. 32. Saint Frank, San Francisco, CA
  33. 33. Sightglass, San Francisco, CA
  34. 34. Four Barrel/The Mill, San Francisco, CA
  35. 35. Sightglass, San Francisco, CA
  36. 36. Verve, Santa Cruz, CA
  37. 37. Coava, Portland, OR
  38. 38. Spyhouse, Minneapolis, MN
  39. 39. Barn, Berlin, Germany
  40. 40. Sumerian, Shanghai, China
  41. 41. GOD IS IN THE DETAILS -Mies van der Rohe
  42. 42. G&B, Los Angeles
  43. 43. G&B, Los Angeles
  44. 44. G&B, Los Angeles
  45. 45. G&B, Los Angeles
  46. 46. Go Get Em Tiger, Los Angeles
  47. 47. Workshop Coffee, London
  48. 48. Workshop Coffee, London
  49. 49. 3FE, Dublin, Ireland
  50. 50. 3FE, Dublin, Ireland
  51. 51. Intelligentsia, Los Angeles, CA
  52. 52. Dogwood, Minneapolis, MN
  53. 53. Parka, Minneapolis, MN
  54. 54. MIIT, Riga, Latvia
  55. 55. A HANDSOME CASE STUDY
  56. 56. PRODUCERS & BRAND
  57. 57. STORYTELLING
  58. 58. EDUCATION
  59. 59. COOPERATION
  60. 60. HOW TO BUILD A BRAND?
  61. 61. HIRE THE RIGHT TEAM
  62. 62. OFFER A GREAT PRODUCT
  63. 63. KNOW YOUR CUSTOMERS
  64. 64. BE CONSISTENT
  65. 65. BE UNIQUE
  66. 66. BE A LEADER
  67. 67. IF YOU ARE NOT A BRAND, YOU ARE A COMMODITY - Philip Kotler
  68. 68. QUESTIONS? Brian W. Jones Founder & Editor Dear Coffee, I Love You @DCILY Director of Brand & Design Supersonic Coffee Co. @EnjoySupersonic

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