Tuesday, February 5, 2008

Does the Pope Drink Coffee?

A few seconds constructs a first impression.
A melody from your favorite song makes a lasting impression.
A solid brand creates a distinct impression.

Branding is one of the most important facets of any identity. A brand is your definition in the world, the name that identifies you to yourself and the marketplace.

In searching the web, I came across a good newsletter article from Bellissimo Coffee Info Group. This 2004 articles discusses the importance of branding and identity for coffee retailers. http://espresso101.com/newsletter/362

Drinking in the content (pun intended) it became clear that your brand should envelop every scope of your identity. It also made me long for a hot cup of joe at a cafe in Italy!

To make the brand work in Bellismo's community of Portland, Oregon a couple probing questions came to mind:

Question - (sorry, time for "The Office" reference pause). Everytime I see or hear a sentence that starts with the word "Question" I picture Dwight Schrute starring seriously over his glasses. I digress.

Question: What is the average age of a coffee bar patron?
Answer: The majority of coffee bar patrons are between 18-49.

Question: What is the average age of Portland, Oregon?
Answer: 35-years-old -the prime target age of a coffee bar patron

By performing in-depth market research you begin to learn who your prime target is, what the median income is, where they frequent, what they read, what internet sites interest them the most, what types of coffee they like.

Once discovered, plan your marketing and PR strategies for those venues. That is where you make your greatest imPRession.

If you asked, "why the title of the posting?" During my coffee research I learned that during the seventeenth century coffee was considered the devil's drink. That is until Pope Vincent III decided to taste it before banishment. He enjoyed the delicacy so much he baptized it making it an acceptable beverage.
A fun little fact.

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