Starbucks

How does the modern day embodiment of the European coffeehouse become recognized as an American classic?

STARBUCKS = COFFEEHOUSE

Challenge

My role was to help establish Starbucks as the modern day embodiment of the coffeehouse, in order to position the brand in a premium space and protect the company’s margins as it grew.

Solution

To embed the brand as the inheritor of the centuries-old coffeehouse, I developed the Starbucks coffeehouse strategy and partnered with Warner Television, Time Inc., & Magic Johnson Development..

Skills Required

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Brand Development

Strategy & Messaging

Project Management

My Role

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Creative Director

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Brand Strategist

Copywriter

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

Research

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Messaging & Positioning

Copywriting

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Presentation

Strategy Snapshots

Brand Expression

Outcome

Stores

Years

Massively successful brand

How Can I Help?

Talking Rain

Could Talking Rain appeal to a new generation of consumers by capturing a piece of the $11.8b energy category ?

Agency: Retail Voodoo

Disrupt or Die?

Challenge

Talking Rain faced some specific choices as it looked over the energy category: do nothing, add caffeine to Sparkling Ice, or out-crazy the crazies with an outlandish name + messaging + $100mm budget.

Solution

The energy category aisle is crowded, tired, and difficult to navigate. Plus, energy drinks have always had nutrition labels with some scary-sounding stuff in them. So pioneer a new category… called Biohacking