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» BrandingWire: The Coffee Shop from The Marketing Minute
Welcome to the first monthly installment of BrandingWire. For the first month, we are using a fictitious local coffee shop chain as a case study. If you are or know of a company that would like the posse at BrandingWire to tackle a challenge, let one o... [Read More]

Comments

Drew -- when I'm in Italy I build my days around coffee shops. There's the one I go to in the morning for breakfast, and the one I go to at mid-day for a light snack. Then there is the one were I like to spend some time in the evening basking in the sunset. Sensory experiences allow us to feel alive.

Patrick -- I went to bed thinking about it and woke up with the name on my mind. In the food industry, the senses should be used. They are your competitive advantage. Think about the successful reinvention of Gourmet magazine.

Valeria,
JavAroma is great! I was trying to come up with something unique, but nothing good came about. One aspect I didn't even think of was the senses being used in a branding campaign. The aroma carries the brand...very nice.

Valeria,

I love how you've used the senses -- going beyond just smell (although that is a very powerful one in this example) and created interactive sensory activities -- photo taking, self-brewing etc. into the plan.

When people literally engage with your product -- they create memories. And that leads to loyalty. Love your ideas, as always!

Drew

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