coffee brands

Aesthetics and design have more to do with selling coffee than you might think.

October 18, 2016 by Leave a comment
Aesthetics and design have more to do with selling coffee than you might think.

Yesterday I spent some time at a coffee event here in Montreal – East Coast Coffee Madness 2016.

It was terrific event, and I would like to thank the organizers for inviting me.

Anyway… as I was walking around, talking with roasters, coffee making equipment manufacturers and one or two ...

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Published in Coffee marketing

Can celebrity endorsements boost your coffee brand?

October 3, 2014 by Leave a comment
Can celebrity endorsements boost your coffee brand?

Celebrity coffee brandsAs I have said before on this site, branding your coffee can be a bit of a challenge.

After all, whatever the coffee you are selling, it looks pretty much identical to the coffee your competitors are selling. It’s a small, brown bean.

In other words, coffee is a commodity.

Yes, a very small percentage of coffee drinkers can taste the difference between a coffee from Kenya and a coffee from Ethiopia. But most can’t. They just like a good cup of Joe.

To overcome the “commodity” challenge, roasters and marketers try to differentiate their coffee in a variety of ways.

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Published in Coffee marketing