the value of a distinct brand

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THE VALUE OF A DISTINCT BRAND BRIAN W. JONES

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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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Page 1: The Value Of A Distinct Brand

THE VALUE OF A DISTINCT BRANDBRIAN W. JONES

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HELLO

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100% COLOMBIAN COFFEE

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COFFEE

#1

COFFEE

#2

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CASE OF THE MONDAYS

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IT’S SO HOT WHEN GUYS

DRINK BLACK COFFEE

- Ex Girlfriend

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THE ENLIGHTENMENT

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COFFEE, PIE & CONVERSATION

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DEAR COFFEE, I LOVE YOU.

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PERSONAL PROJECTS

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CLIENT PROJECTS

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CURRENT PROJECT

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WHAT IS A BRAND?

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“to burn”

Imag

e C

redi

t: M

ary

Har

rsch

, Flic

kr, C

reat

ive

Com

mon

s

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A BRAND IS NOT

A NAMEA LOGO

A TAGLINEA COLOR

A RETAIL STOREA WEBSITE

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IT IS ALL OF THOSE THINGS.

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NAME

LOGO

TAGLINE

GRAPHICS

COLOR

SHAPES

SOUNDS

TASTES

SERVICE

INTERIOR

BRAND

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THE INTANGIBLE SUM

OF A PRODUCT’S ATTRIBUTES.

- David Olgilvy

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A BRAND IS

THE PERCEPTION

OF YOUR ORGANIZATION

BY INDIVIDUALS &

THE PUBLIC.

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IF A CAFE OPENS IN

THE FOREST AND NO ONE

IS AROUND TO VISIT,

DOES IT EXIST?

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A BRAND

DEVELOPS BASED ON

YOUR ABILITY TO LIVE UP

TO THE PROMISES

YOU MAKE.

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WORLD’S

BEST CUP OF

COFFEE!

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WHY BRANDS MATTER?

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Imag

e C

redi

t: P

aul N

elso

n, F

lickr

, Cre

ativ

e C

omm

ons

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100%

75%

50%

25%

0%

AUTOFINANCE

Corporate Value Distribution

FOOD LUXURY

BrandIntangiblesTangibles

Dat

a S

ourc

e: F

inan

cial

Tim

es

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THE MOST KNOWN

WORD ON THE PLANET IS

“OK”

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THE SECOND MOST KNOWN

WORD ON THE PLANET IS

“COKE”

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DIFFERENTIATION

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BRAND PARITY

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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 ...

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... 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

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Saint Frank, San Francisco, CA

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Sightglass, San Francisco, CA

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Four Barrel/The Mill, San Francisco, CA

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Sightglass, San Francisco, CA

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Verve, Santa Cruz, CA

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Coava, Portland, OR

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Spyhouse, Minneapolis, MN

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Barn, Berlin, Germany

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Sumerian, Shanghai, China

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GOD IS IN THE DETAILS

-Mies van der Rohe

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G&B, Los Angeles

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G&B, Los Angeles

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G&B, Los Angeles

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G&B, Los Angeles

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Go Get Em Tiger, Los Angeles

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Workshop Coffee, London

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Workshop Coffee, London

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3FE, Dublin, Ireland

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3FE, Dublin, Ireland

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Intelligentsia, Los Angeles, CA

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Dogwood, Minneapolis, MN

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Parka, Minneapolis, MN

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MIIT, Riga, Latvia

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A HANDSOME CASE STUDY

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PRODUCERS & BRAND

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STORYTELLING

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EDUCATION

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COOPERATION

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HOW TO BUILD A BRAND?

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HIRE THE RIGHT TEAM

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OFFER A GREAT PRODUCT

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KNOW YOUR CUSTOMERS

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BE CONSISTENT

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BE UNIQUE

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BE A LEADER

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IF YOU ARE NOT A BRAND,

YOU ARE A COMMODITY

- Philip Kotler

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QUESTIONS?

Brian W. JonesFounder & EditorDear Coffee, I Love You@DCILY

Director of Brand & DesignSupersonic Coffee Co.@EnjoySupersonic

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