Your Coffee Branding requires intimacy. The more it changes the more it stays the same. At the heart of this Coffee branding is taste and that experience. In the business of coffee consistency and communicating that consistency consistently is the name of the game. This is not a play with words … it’s survival.

Great Coffee cannot be all things to all people. Nor should it – cheap coffee is an allusion. Consistently good taste is what will drive your coffee business to profitability and so your task is to get that quality taste message into the mind of your customers consciousness. The challenge is to have customers respect your coffee. Respect looks to performance, reputation and trust as its organising principles.

People are about 80% emotional and 20% rational. And its all about your communication and how effective you make it so don’t dare tell mistruths or exaggerate. Paradox is a mysterious art. Work with two opposing concepts in all their complexity with equal engagement. Refuse to make a choice. Instead of the best of neither, you get something better than both.

Reason and emotion. Long and short term. Exclusivity and experience. Never changing and moving forward. Time to prepare well & speed of delivery. Commodity & Specialty. Johnny & Hugo.

In fantastic coffee there is no best, only better. Big isn’t beautiful. Small isn’t beautiful. It’s simple great taste in the cup that is most beautiful if you want to successfully sell lots of coffee.