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stumptown

This project is an exploration of using a variety branding strategies in order to bring value to an existing brand.
In this case I chose the Portland based Stumptown Coffee Roasters.

The final outcome was a re-brand of the company by creating touch points such as but not limited to:
campaigns, products & services.

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As they expand Stumptown will move from mirco-specialty and closer towards franchise coffee.

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How do we increase the value of Stumptown's brand from their new position?
S.W.O.T. ( strength/weakness/opportunity/threat )
 plus a variety of other targeted research methods were conducted
for Stumptown and their competitors in order to find opportunities.

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My first experience with specialty coffee was intimidating and confusing.
I felt out of the loop and slightly judged for not knowing what was going on.
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I didn’t feel like a part of this club, but I know I wanted to be.
There’s a mystique that made me want to come back, but it took some courage.
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The experience as a whole could be described as passionate.
My idea coffee experience, is when the customer and I have a relationship and we’re inspiring each other.
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Shown below is a possible consumer scenario.

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Below is an example of a possible campaign to help customers "think differently" about coffee.

copyright © 2009 - 2014 thomas kong