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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.
THE VALUE OF A DISTINCT BRANDBRIAN 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”
Imag
e C
redi
t: M
ary
Har
rsch
, Flic
kr, C
reat
ive
Com
mon
s
A BRAND IS NOT
A NAMEA LOGO
A TAGLINEA COLOR
A RETAIL STOREA 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?
Imag
e C
redi
t: P
aul N
elso
n, F
lickr
, Cre
ativ
e C
omm
ons
100%
75%
50%
25%
0%
AUTOFINANCE
Corporate Value Distribution
FOOD LUXURY
BrandIntangiblesTangibles
Dat
a S
ourc
e: F
inan
cial
Tim
es
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-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 ...
... 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
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. JonesFounder & EditorDear Coffee, I Love [email protected]
Director of Brand & DesignSupersonic Coffee [email protected]
