Brand Repositioning Case Study for a Crowded Category
The State of the Brand:
Tully’s Coffee had spent its first twelve years trying to replicate Starbucks Coffee. After all of those years in business, the company lacked an ownable, differentiated brand identity.
How We Helped
By building and designing a new flagship store to feel like an extension of the home, we helped give Tully’s a distinct position in a very competitive landscape. In-store promotional campaigns and seasonal product and gift packaging extend the new Tully’s Coffee brand.
The Results
The new store design was well received. In-store promotion campaigns generated 8.4% lift.
“Lemley’s process revitalized our brand and allowed our executive team to buy into, and then lead the charge for Tully’s new brand identity. Lemley achieved what no one else has in the twelve years Tully’s has been in business: he helped us to create a differentiated brand, a unique vision, positioning and a growth strategy for new markets.”
– Peter Hoedemaker, VP Retail Operations, Tully’s Coffee
Scope Of Work
-
Audits & Analysis
-
Audience Insights
-
Research & Insights
-
Trend Analysis
-
Brand Positioning
-
Visual Strategy
-
Environmental Graphics
-
Packaging Design
-
Branded Ecosystem
-
In-store Marketing
-
Photography
-
Brand Bible
