Hello, here we are literally having a coffee break, however, it’s not a real break. I think this is one of the videos I like best, and it’s one of the most important for me. It’s the title of my new book, which is being published by one of the largest business publishers in Brazil, and maybe by the time you’re watching this video, it will already be available in the market.
It is about coffee, and we are going to talk a little about this methodology that I use to show that coffee explains everything about management, communication, and strategy. Coffee explains marketing. Why?
Because coffee is witness to closing great deals. If someone from Disney is going to buy Amazon, the first thing he’ll say is, “would you like some coffee? ” I confess that when I arrived here today to record this video the first thing I was asked was, “would you like some coffee?
” Coffee is something very important. It is present in the closing of great deals. It is also a very powerful commodity.
It’s a type of product that moves the world’s markets globally. It moves the production, packing, distribution, packaging, graphic designing, and advertising markets, as well as coffee shops. It involves a very complex market.
We think about coffee in order to ask, "Are we doing marketing? " Our objective is to manage the market ecosystem, so one thing I always ask people is, “Is this part of your objective? ” “Are you managing your market ecosystem?
” “Are you managing your relationship with your competitors, with your suppliers, your clients, collaborators, shareholders, and the media? ” Every brand must have this objective, managing its market ecosystem. Coffee explains advertisement.
Advertisement is what religions, political parties, and great political regimes do. Advertisement is the creation of mythology, powerful discourse, it brings a twinkle to the eye. Is your brand creating this?
Is it creating stories, twinkle, and fan communities? This is one objective. We work to create engaged and passionate fan communities.
And this is what advertising does. What does all this have to do with coffee? People say, “I love coffee, I’m addicted to coffee, I need to have some coffee!
” Coffee explains advertisement. Coffee explains publicity. It draws our attention, so we need to have this as an objective.
I’m focused on brand awareness, frequency, and reach. Are you reaching many people, are you publicizing? So, this arousal of attention that coffee generates is good for us to think about advertising.
We’re raising awareness about this “Attention Economy” that’s being talked about nowadays. Is our brand focused on this? On drawing people’s attention?
Therefore, coffee draws attention, raises awareness, and improves perception. Coffee explains branding. Branding is brand creation and management.
Coffee is multi-sensory. It has taste, and smell. It seduces through its taste, its smell, and its appearance.
So, it is multi-sensory. Are we using multisensorial elements in our brand? Are we using sound, creating the sound of our brand?
The smell of our brand? The visual issue of our brand? The treatment of the ambient?
So, this is how coffee explains the sensory power of a brand that branding creates. Coffee is multi-sensory. Coffee explains user experience (U.
X. ) The user’s experience. Because coffee is versatile.
It can be delivered in a small plastic cup, a metal cup, or a styrofoam cup like at Starbucks. It can be presented in so many different ways. It can cost from 50 cents up to 50 dollars, depending on how it is presented to us.
So, because it can be presented or delivered in such diverse forms, it is a great product to explain User Experience. So, I ask people who own a brand, are you managing your user’s experience? Are you creating fantastic, multi-sensory experiences for your users?
Coffee explains U. X. because it is versatile in its deliveries.
Coffee explains growth. Known as growth hacking, which is a loophole to creating hypergrowth. That is, no one drinks coffee by themselves.
You meet up with some friends and you say, let’s have some coffee. It’s possible to drink coffee by yourself, but it’s much better to share it with others. There’s no way we arrive in a small country town, and people do not invite us for some coffee.
Because it stimulates getting together, coffee is something that expands a customer base. And it reminds me that it’s important for your brand to think of growth, of growing. So, one more objective.
What is your brand doing to expand its customer base? To expand its profit, to expand the size of the business. Therefore, coffee explains growth.
So, next class we will talk more about these six objectives, which I refer to as the coffee strategy. Publicity, marketing, advertising, growth, branding, and U. X (user experience).
See you then.
