Coffee. It’s a personal taste thing.
You might like it in a glass, a paper cup, or a mug. With milk or without. Frothed up or flat as a preteen chest. You might prefer skim, soy, full cream or even rice milk. You might want it over ice, with a dash of cold milk, poured over ice-cream. Or perhaps decaf? That still counts in some circles.
It can be pressed from a plunger; instant - created by pouring boiling water over grains that vaguely represent something caffeine-like; or perhaps made by a skilled barista who hands it over and calls you ‘Bella’.
Want one done with the touch of a button at the servo down the road? That's doable. You can even grab it in a self-heating can, or make it from the giant machine at work over a quick flirt with a colleague. Drip it, pour it, drink it, sip it. It’s your poison, and the possibilities are endless.It’s no surprise therefore that the fight for your coffee dollar is a furious one. The options are many, and getting you to change your spending habits is a tricky business. So what can a company with a coffee-themed innovation do to make you cross the line, and change your drinking habits? Like if you were Nespresso for example. What on earth would you do to get all those people to buy your coffee machine? They’re already addicted to your product, not to mention to the ego-boost they get every morning with the compliment that the coffee guy hands over together with their change. So how do you get them to invest in your particular brand of coffee maker instead?
Now I’m no branding expert, but hear me out. I reckon you make it about more than just coffee. Coffee’s never just about coffee anyway. It’s a statement. It’s a lifestyle choice. So you stick with that. You say ‘here’s our coffee machine. It’s pretty damn pretty. And when you put it in your kitchen, all your friends are going to think you have exquisite taste. And not just in coffee. Basically their admiration for your shiny new machine will be directly reflected into their admiration of you. Your life will be instantly better. And your coffee will be delicious. Think about it. And then you’d press a button, make a perfect looking piccolo latte, and smugly savour the aroma with your pinkie stuck out at a dignified angle.
And you know what? You'd probably have a valid point there Mr Marketing Man. So how do you choose to have your caffeine hit in the morning? Leave your comments below.Cheers! @lenazak