Featuring Alfredo Martel, SVP, Marketing & Product Management
Caribou Coffee, the world’s second-largest coffee retailer and headquartered in our backyard, underwent a makeover early this year. The company’s new look supports a new strategic direction for the Caribou brand to increase in-store product sales, while maintaining its promise to provide a welcoming coffeehouse environment for its customers. Clear communication is central to the success of Caribou’s now-popular tagline “Life is short. Stay awake for it.” With a new logo and identity elements, the brand campaign launched in March 2010 has been rolled out to almost 500 stores nationwide.
Join us at Caribou’s corporate office to hear SVP Marketing & Product Management Alfredo Martel present the story behind the brand. He’ll cover the strategic business objectives that led to Caribou’s brand evolution, how the company measures success, what’s next after the branding dust settles, and more.
What You’ll Learn
By attending this session, you’ll learn to:
- Assess a business strategy that results in a new corporate brand
- Institute a brand strategy and campaign (including a brand history, strategy, promise and structure; identity elements; design standards; internal and external rollout)
- Balance old vs. new elements of a brand promise and identity, and measure whether or not their union was successful
In addition, Caribou will give each attendee a bag of coffee and a brand-emblazoned t-shirt. Plus, participate in the MN AMA's social media contest to win prizes including a spot on the 30-minute tour of the Caribou warehouses and facility, or a small group 30-minute coffee "cupping" (tasting) following the presentation.
Panelists
- Caribou Sr. Director Retail Marketing
- Caribou Sr. Director Product Development
- Caribou Director Research/Consumer Insight
- Caribou Director of Brand Communications
- Caribou Director of Coffeehouse Operations
- Caribou Project Manager, Social Media Integration
- Colle+McVoy Account Team
| About Alfredo Martel |
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Alfredo Martel joined Caribou Coffee in October 2008 and assumed responsibility for the company's brand strategy and marketing activities. Previously he was employed by KFC USA, Yum! Brands where he last served as Director of National Field & Multicultural Marketing. He also has experience in sales and marketing with various consumer packaged goods companies such as Clairol & The Andrew Jergens Co. He started his career in advertising, working for large multi-national agencies such as BBDO and Grey Advertising. Mr. Martel has an M.B.A. from Boston College and a B.S. in Communications from Cornell University. |
About Caribou Coffee Company, Inc.
Caribou Coffee Company, Inc., founded in 1992 and headquartered in Minneapolis, Minnesota, is the second largest company-owned premium coffeehouse operator in the United States based on the number of coffeehouses. As of July 2010, Caribou Coffee has 413 company-owned coffeehouses and 123 franchised and licensed locations. Caribou Coffee offers its customers premium coffee and handcrafted espresso-based beverages, as well as specialty teas, baked goods, whole bean coffee, branded merchandise and other coffee lifestyle items. In addition, Caribou Coffee sells products to grocery stores, mass merchandisers, club stores, office coffee and foodservice providers, hotels, entertainment venues and e-commerce channels and licenses third parties to use the Caribou Coffee brand on quality food and merchandise items. Caribou Coffee focuses on delivering a guest experience with a unique blend of expertise, fun and authentic human connection in a comfortable and welcoming coffeehouse environment. For more information, visit the Caribou Coffee web site.
| Thank you to our sponsor: |
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Agenda
7:30 AM - 8:10 AM: Registration, continental breakfast & networking
8:10 AM -9:00 AM: Welcome & presentation
9:00 AM - 9:30 AM: Panel Q&A
Cost
Member: $25
Nonmember: $50
Student: $15
Registration for this event has sold out. To be put on the waiting list, please contact the MN AMA office at office@mnama.org
Location
Caribou Coffee Headquarters*
3900 Lakebreeze Avenue North
Minneapolis, MN 55429
*There is a Caribou Coffee store connected to Caribou HQs if you get there early, or want to network after the event.
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