“Bean” There, Done That: See how this coffee brand brewed exceptional success and connections!
|
Tuesday: Return Driven Strategy |
|
RDS is a framework structured like a pyramid, featuring 11 principles and 3 foundational elements. When effectively implemented, these principles help both business and individuals achieve their organizational and career goals. Today, let’s shine a spotlight on the 3rd and 6th principles of the RDS framework: Target and Dominate Markets and Brand Offerings. Are you ready? Read more to discover how this coffee brand brewed success by staying committed to its brand identity while keeping in tune with customers’ desires.
|
|
|
“Bean” There, Done That: See how this coffee brand brewed exceptional success and connections! Coffee is more than just a morning pick-me-up. Sometimes, it is also a fuel for hectic mornings, sparking energy for the day ahead, while on other days, it is a comforting treat after a taxing day at school or work. What else? Coffee embodies a multitude of roles in people’s lives and it is more often than not rooted in genuine connections—where quiet moments and heartfelt conversations are shared over steaming or cold cups of joe. Thus, in a world full of saturated, generic blend of indifference, Chamberlain Coffee has become successful by mastering the art of brewing genuine connections through its beverages. Coffee Built Through Genuine Passion and Authenticity Founded by American media personality and YouTuber Emma Chamberlain in 2019, Chamberlain Coffee offers a flavorful range of coffee, matcha, and teas, alongside chic accessories like mason jars, tumblers, and bags. What makes this coffee brand stand out is its ethos. Chamberlain Coffee believes that: “Coffee, for some people, is more than just a drink. It’s a way to connect. It’s a way to share moments.”
It may seem typical for a brand to claim it believes in creating connections and sharing moments—after all, it is a common tagline for businesses to create emotional connections with their consumers. So, what brewed up Chamberlain Coffee’s special charm? The answer lies in authenticity. Unlike many other celebrity or influencer-led brands, Chamberlain Coffee started as a passion project, where Chamberlain’s genuine passion and interest for coffee shone through in every aspect of the brand, from the quality of the beans to the way it is marketed. For context: Chamberlain is known for her love of coffee in her day-in-a-life videos on YouTube. She’s even dubbed as the “Cold Brew Queen!” So, does that mean Chamberlain Coffee only struck a chord with Chamberlain’s fans? Not really. In fact, the beverage brand is a hit with millennial and Gen Z consumers, since the brand’s coffee and cold brew aligns with the Gen Zs’ coffee consumption habits, where most of them opt to drink iced coffee. What’s even more special about the brand is it crafted its offerings to match the unique vibe and ideals of its younger audience! For instance: To align with the Gen Zs’ eco-mindset, Chamberlain Coffee offers compostable coffee pods to promote sustainability. When it comes to flavor, Chamberlain Coffee also does not hold back, mixing up eccentric blends like lavender, strawberry, and blue matcha to satisfy the bold and unique cravings among young consumers. As for the consumers outside of its core demographic, Chamberlain Coffee offers low-sugar, ready-to-drink lattes with almond and coconut milk.
By truly knowing its consumers, Chamberlain Coffee effectively brews genuine connections with its matcha, tea, and coffee drinkers… and the outcome? A brewed success, with fans and the Internet frothing for its beverages! According to Food Dive, a multimedia platform for the food and beverage industry, Chamberlain Coffee got 363 million views on TikTok in 2023, with videos showing Chamberlain making drinks with her brand’s coffee and matcha products. That’s not all… The brand also has 540,000+ followers on Instagram as of 2024 due to its trendy and visually appealing content, including photos of its coffee products, behind-the-scenes glimpses, and lifestyle shots that interest its target audience. With its amazing trajectory, Chamberlain Coffee is truly brewing success through authenticity and personalization of its beverages! Unlock Your Brand’s Potential: The Secret Ingredients You Didn’t Know About Professor Joel Litman and Dr. Mark L. Frigo highlighted in their book, “Driven,” that branding is a crucial skill for businesses and that companies should focus on identifying markets where there is higher potential to provide unique offerings. These points are discussed in detail in Return Driven Strategy’s (RDS) Tenet 3: Target and Dominate Markets, and Tenet 6: Brand Offerings. When you look at Chamberlain Coffee through the lens of Tenet 3, you’ll see that the brand has successfully identified its market by focusing on Gen Zs. By determining the unique ideals, tastes, and coffee preferences of this demographic, the brand has created a rapport with young customers, making it a distinctly Gen Z brand. Meanwhile, in Tenet 6… Professor Litman and Dr. Frigo highlighted the importance of brands acting as “bridges” between what customers already know about a product and what they may not realize they need yet. By taking a look at this principle, it’s clear that Chamberlain Coffee’s branding success stems from its impressive brand positioning. Instead of just offering the usual coffee and tea, the brand also offers stylish accessories such as mason jars, tumblers, and bags that customers could immediately add-on to their orders. The best part? The brand also prioritizes subscriptions, where it sends mystery gift boxes to its subscribers, who in turn build brand loyalty. With the brand’s rewards program, customers can get discounts and freebies, and get closer to Chamberlain herself through message boards and forums! See? By staying true to its branding and being attuned with its customers, Chamberlain Coffee managed to brew genuine connections and success, making itself extraordinary in the “sea of ordinariness.” — If you’re looking to gain a better understanding of Return Driven Strategy and Career Driven Strategy, we highly recommend checking out “Driven” by Professor Litman and Dr. Frigo. Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm. Hope you found this week’s insights interesting and helpful. EVENT ALERT: AI has ushered in the biggest tech mania since the 1990s and has created 500,000 new millionaires—roughly 587 per day—since the launch of ChatGPT in late 2022. In fact, Nvidia is already up more than 783% in the past two years and just last week, the S&P 500 made a new all-time high, driven mostly by AI stocks. While this may sound like good news, the world elite are already preparing for an AI crisis that could trigger a major catastrophe in the stock market. When this crisis happens, it could impact your money—whether you own AI stocks or not. If you want to protect yourself from this impending crisis, it is crucial that you join Professor Joel Litman on Thursday, July 18, at 1:00 p.m. Eastern time in an urgent AI stock summit. During this AI Panic Summit, Professor Litman will tell you everything you need to know about the impending turmoil on AI stocks and what you can do to avoid massive losses and seize huge gains. Register now through this link to secure your spot at the summit. This event is completely free of charge, all you need to do is confirm your attendance. See you there! Stay tuned for next Tuesday’s Return Driven Strategy! Ever since the COVID-19 pandemic boosted demand for on-demand streaming, the streaming sector has experienced a massive uptick in investment and competition. Learn more about Netflix’s business strategy through the lens of RDS’ 3rd tenet in next week’s article! |
