Brand Autopsy

Introducing... TOUGH LOVE

I’ve written a new business book called, TOUGH LOVE: Scripting the Drive, Drama, and Decline of Galaxy Coffee.

Wait, that’s not correct.

TOUGH LOVE is actually a screenplay masquerading as a business book. Inserted throughout the TOUGH LOVE script are breakout business lessons and thought-provoking business advice geared towards entrepreneurs and small business owners.

It’s being published by ChangeThis as an ebook. *** PURCHASE DETAILS HERE ***

You can learn more at ToughLoveScript.com; including a synopsis, character sketches, and an informative Q&A.

To get a better idea of flow and content in TOUGH LOVE, read the script snippet below.

I hope you enjoy the oddball idea of a business book written as a screenplay.

What is a Talkable Brand?

This is an interesting presentation from WOMMA. (Yes, I do work with them.)

It's a collection of word of mouth marketers and their different views on what makes a brand talkable. Smart stuff. Enjoy...

---

SBC = Seattle’s Brand Confusion

Seattle’s Best Coffee (SBC) was purchased by Starbucks Coffee seven years ago. Starbucks hasn’t done much with it except to ink distribution deals with Borders and few fast food companies.

On May 12, SBC launched a “brand reinvention” project. A new logo was revealed, a Facebook page was launched, and a very confusing tagline was unleashed, “The next big thing from Starbucks, isn’t Starbucks.”

Paul Williams, former long-time Starbucks marketer, shares his smart take on the confusing brand reinvention of Seattle’s Best Coffee. Give it a read.

And give this beyond confusing video a look. It’s on YouTube and the description only helps to amplify confusion...

Wait? Does SBC seriously think they can replace Starbucks as the universal symbol for great coffee?

There are so many more confusing elements... just watch the video and read Paul’s post on what went wrong and what should have gone right.

Speaking to Students at Tec de Monterrey

Recently, I had the pleasure of speaking to students in the Master in Innovation and Technological Entrepreneurship department of Tecnológico de Monterrey (Mexico).

Students enrolled in this one-year intensive program are given the knowledge, the guidance, and the motivation to start their own business. It’s a very interesting program with ambitious goals that extend beyond creating new businesses to changing the innovation culture in Mexico.

In my talk with the students, I shared some “Espresso Shots of Business Wisdom” and passed along some “Tribal Knowledge” from my marketing experiences at both Starbucks Market and Whole Foods Market.

Check out the Tec de Monterrey blog for a nice summary.