Why? Simply put, they didn’t get the fundamentals of branding right from the beginning.
Branding is vital to any new business, product line or individual service. It has emerged over the last decade as being more important than the celebrity, marketing campaign or advertisement behind it.
A brand is more than a name and more than a logo.
It represents a vision or a philosophy that your audience can identify with. Successful brands do this very well. From there, marketing becomes easy, because the brand ‘sells itself’.
We call it the ‘Coffee Factor’ in branding.
Today, good artisan coffee is ingrained into our everyday lives. ‘Let’s grab a quick coffee’ has become an institution.
We smell it, we drink it, and we travel far and wide for it. We can name our favorite coffee blend in a heartbeat and we’d recognise that coffee brand anywhere in the world.