Notes from critique

Intro makes no sense and needs rewriting. Doesn’t make my point. Deosnt clarify what narrative I’m using and how it’s appropriate as a brand strategy for this particular product. I am once again throwing everything including the kitchen sink in there. Too many ingredients. Don’t have the right ingredients.

Each part should flow into the next.

Don’t define brand. They don’t care about it.  Do not educate client – it’s patronizing. What they want to know is how are you going to make theirr product come to life? Sell the ideas, sell the approach, sell the concept.

Strategy should come before demographics. Unless my roll out ties in to the demographics.

How does this all apply to my narrative strategy? How is my narrative strategy appropriate for brand? How does the brand position itself in the marketplace for those particular demographics?

Brand strategy is an overarching thing. Ask why is this appropriate for this particular coffee shop, in this particular place, with this particular market? We should be able to draw a line straight through each one and they should all connect. They must flow into and beget each other.The narrative strain (which is in my case the brand strategy) needs to exist in every slide and relate to what I am talking about.

“Seek out interaction” is too general. What does it mean? Be specific.

Interaction with community is NOT BRAND. It is a touch point. It’s implementation. Not brand.

Story is an element of brand.

How is one coffee shop different from another? Good versus bad coffee is not what we’re talking about.

If I am talking about the American myth then THAT IS the strategy. Touch points are how it will be implemented.

What is my overarching narrative (brand strategy) here?

An open cafe? I designed a smiley face on a bag? Mush.

What is the idea customers are going to leave with?

Where is the narrative in interaction? Not there.

We talked about the west, the American myth, the idea of entrepreneurship. These are overarching ideas which brand can be tagged on to. THESE ARE BIG IDEAS… and perhaps designing something to go on a bag can be a part of it.

Thats it.  Encourage entrepreneurship and the American dream through competition for coffee bag designs.

Community, relaxation, etc are not points that can easily be differentiated because every coffee shop in America provides them! You’re more community than the other one?  How is that a winning strategy?

The idea of a brand strategy is to position itself by uniqueness, by attributes.  If there are 5 coffee shops, what is it about this coffee shop that is going to stick in the mind of the consumer?

Fair trade organic?  Possibly, but then again how many coffee shops say that? Quite a few.  So you can’t really hang your hat on that. So continue search…

Why do people remember brands? Is it tied to being chic? If there are 10 clothing designers and they are all chic, what differentiates one?  Narrative.

Use a touch point to effectively disseminate brand. Where are the places the community interacts with the brand? These are touch points but they aren’t the brand.

Interactivity isn’t a niche that is long lasting.

What is the narrative concept that encapsulates all this in a memorable way that uses American myth, cultural ideals, or other?

Community is not a narrative or brand. Community must be hung on an overarching idea.

Community is a part of all brands.  Brands are tribes. “Come be part of my tribe”. That;s every brand.

How do you make one coffee shop easily identifiable, understood, and the consumer in the community really associates with this shop and comes here instead of the others? Taste aside. What is the idea of this place?

What if they do well and want to open up 10 more?  How does it apply? How is it useful?

Dazbog wasn’t first in the marketplace.  Starbucks was.  So they became the anti-starbucks. By their packaging and everything they are the alternative to Starbucks in Denver.  Just as yuppy. They are saying we are the other.

Start broadly.  Start with a narrative.  Think about who they are.  Give a story that encapsulates their attributes, that encapsulates their mission,  who they are and who they want to be.

Encapsulates if they want to be the community place give a narrative why that’s important? That substantiates and last as a brand. Give a story.  That’s the brand. What’s the story?

Then we can work our way down and implement that, what places are we going to interact with the consumer (touch points!)? That’s the strategy.

Don’t get caught up in the  minutia before you know what city you’re going to. Plane, car, truck, horse..  We dont care yet! Identify where you’re going. How are you going to justify san fransisco? Why there? Why is it cooler?

Ownership is my place? Ownership is fleeting.

Coke has contests does that change their brand strategy? No. They are just little one offs. Promote enthusiasm.  Doritos – send in your commercials, well use one of them. Did it change Dorito’s strategy? No. Its just a way to advance it. Don’t confuse advancing with brand strategy. They aren’t bad ideas, but they aren’t brand.

Give a story.  If its about louisville, if it’s about the area, if its about this persons connection to that, about where they wana go, about why this coffee shop is going to be the lightning rod that makes louisville run? Fine! Story.

Think broadly first.  Dont use general words when you can use specific ones.  They vs. UCD students.  Always better to be specific. Interaction – ok. But how does that mean brand? If its an element of brand ok – put it down on the food chart.




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