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.

1. THE VALUE OF A DISTINCT BRAND
BRIAN W. JONES

2. HELLO

3. 100% COLOMBIAN COFFEE

4. COFFEE
#1
COFFEE
#2

6. CASE OF THE MONDAYS

7. IT’S SO HOT WHEN GUYS
DRINK BLACK COFFEE
- Ex Girlfriend

8. THE ENLIGHTENMENT

9. COFFEE, PIE & CONVERSATION

21. DEAR COFFEE, I LOVE YOU.

22. PERSONAL PROJECTS

23. CLIENT PROJECTS

24. CURRENT PROJECT

25. WHAT IS A BRAND?

26. “to burn”
ImageCredit:MaryHarrsch,Flickr,CreativeCommons

27. A BRAND IS NOT
A NAME
A LOGO
A TAGLINE
A COLOR
A RETAIL STORE
A WEBSITE

28. IT IS ALL OF THOSE THINGS.

29. NAME
LOGO
TAGLINE
GRAPHICS
COLOR
SHAPES
SOUNDS
TASTES
SERVICE
INTERIOR
BRAND

30. THE INTANGIBLE SUM
OF A PRODUCT’S ATTRIBUTES.
- David Olgilvy

31. A BRAND IS
THE PERCEPTION
OF YOUR ORGANIZATION
BY INDIVIDUALS &
THE PUBLIC.

32. IF A CAFE OPENS IN
THE FOREST AND NO ONE
IS AROUND TO VISIT,
DOES IT EXIST?

34. A BRAND
DEVELOPS BASED ON
YOUR ABILITY TO LIVE UP
TO THE PROMISES
YOU MAKE.

35. WORLD’S
BEST CUP OF
COFFEE!

36. WHY BRANDS MATTER?

37. ImageCredit:PaulNelson,Flickr,CreativeCommons

38. 100%
75%
50%
25%
0%
AUTOFINANCE
Corporate Value Distribution
FOOD LUXURY
BrandIntangiblesTangibles
DataSource:FinancialTimes

39. THE MOST KNOWN
WORD ON THE PLANET IS
“OK”

40. THE SECOND MOST KNOWN
WORD ON THE PLANET IS
“COKE”

41. DIFFERENTIATION

44. BRAND PARITY

45. 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 ...

46. ... 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

47. Saint Frank, San Francisco, CA

48. Sightglass, San Francisco, CA

49. Four Barrel/The Mill, San Francisco, CA

50. Sightglass, San Francisco, CA

51. Verve, Santa Cruz, CA

52. Coava, Portland, OR

53. Spyhouse, Minneapolis, MN

54. Barn, Berlin, Germany

55. Sumerian, Shanghai, China

56. GOD IS IN THE DETAILS
-Mies van der Rohe

57. G&B, Los Angeles

58. G&B, Los Angeles

59. G&B, Los Angeles

60. G&B, Los Angeles

61. Go Get Em Tiger, Los Angeles

62. Workshop Coffee, London

63. Workshop Coffee, London

64. 3FE, Dublin, Ireland

65. 3FE, Dublin, Ireland

66. Intelligentsia, Los Angeles, CA

67. Dogwood, Minneapolis, MN

68. Parka, Minneapolis, MN

69. MIIT, Riga, Latvia

70. A HANDSOME CASE STUDY

80. PRODUCERS & BRAND

81. STORYTELLING

82. EDUCATION

83. COOPERATION

84. HOW TO BUILD A BRAND?

85. HIRE THE RIGHT TEAM

86. OFFER A GREAT PRODUCT

87. KNOW YOUR CUSTOMERS

88. BE CONSISTENT

89. BE UNIQUE

90. BE A LEADER

91. IF YOU ARE NOT A BRAND,
YOU ARE A COMMODITY
- Philip Kotler

92. QUESTIONS?
Brian W. Jones
Founder & Editor
Dear Coffee, I Love You
@DCILY
Director of Brand & Design
Supersonic Coffee Co.
@EnjoySupersonic