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Thoughts

THOUGHTS / BRANDING

Fore Coffee, Indonesia's proudest O2O Coffee Startup

Founded in August 2018, Fore Coffee aims to revitalise Indonesia’s “Coffee Glory”. Fore Coffee is an Indonesian online-to-offline specialty coffee-startup. Fore Coffee has secured US$8.5 million or Rp120 billion in a funding round led by East Ventures. The startup claims to have almost doubled its presence to 35 outlets across Jakarta from 19 in January. They target to open 100 outlets in the second half of the year. In January 2019 Fore Coffee has secured $1 million in additional funding to increase its Series A round total to $9.5 million or Rp134 billion. The startup was incubated by the early-stage Indonesian investor, which had also backed its seed round. SMDV, Pavilion Capital, Agaeti Venture Capital, and several angel investors had also participated in the Series A round.

Right now, Fore Coffee has their own apps and partnered with mobile payment platform OVO and GOJEK to ease the order & payment system also delivery for customers.

“Data drives customisation, which in turn drives new experiences designed for consumers. Coupled with Indonesia-optimised digital infrastructure, consumers' product distribution and touch points can develop in a very robust environment,” said East Ventures managing partner Willson Cuaca.

More info about Fore Coffee, https://east.vc/portfolio/fore-coffee/

THOUGHTS / BRANDING

2020 Trends: New types of brands are emerging

Over the next few years, new brands will be created and existing brands may evolve to a mix of The Sleeper, The Shiny Upstart and The Lean & Local. Currently, there are opportunities for all brands to test new ways of communicating with consumers based on these three brand types.

From sleeper brands, we need to learn that the bottom of the funnel is out of our hands and that we work to uncover, analyze and act upon real feedback from real people. Particularly for larger consumer-facing brands, there is a wealth of information and feedback from real consumers that is unfiltered and authentic. From the shiny upstarts, we can learn to tell stories about new ideas and products. These stories should be communicated early and often, inspiring people in a transparent and authentic way. From the lean and local, we can understand the importance of both physical and virtual communities.

But, what exactly is The Sleeper, The Shiny Upstart and The Lean & Local? why these new types of brands are emerging? and how?

We will tell you about them one by one on the next update.

THOUGHTS / BRANDING

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Marketing is your message. Your brand is who you are

Your brand lives in the hearts and minds of your customers and your prospects. It’s what they think when they hear or see your name. Your brand is based on a wide range of experiences and perceptions, some of which you can control and some of which you can’t control. The ways consumers interact with and assess products and services has changed dramatically over the past few years. Consumers are increasingly tuning out marketing and advertising and are digging deeper to better understand the brand behind the product or service. If you invest time and effort into understanding your brand, the ways it connects with consumers on an emotional level and how to effectively communicate it across the customer experience, you are much more likely to see a return on your marketing strategies. The more emotion consumers have invested in your brand, the more likely they are to buy from you.

- Lynn Manternach, Ph.D. from Brand Arsonist and Co-Founder of MindFire.