In response to a challenge to 12 branding bloggers, we are all blogging about how to brand a regional coffee shop that wants to go National. My approach is to find a way not to compete head-on with Starbucks. Instead, find a position in a new category by combining the company’s coffee making with a social component that’s at least equal to the coffee as a drawing card. I’d begin by defining what a good meeting place should consist of.
Entries Tagged as 'Competitive Intelligence'
June 11th, 2007 · 10 Comments
January 16th, 2007 · No Comments
Positioning is the third step in developing a brand. It relies on research to identify attributes important to the market, and how competition is delivering on those attributes.
January 8th, 2007 · No Comments
Number 2 in a series for entrepreneurs on establishing their brand from the beginning: Brand Smart from the Start