Marketing and Branding

Refere to the previous assignment, some of it lacks validity and content. Please review the powerpoint sample for HEADSPACE and do a powerpoint for Coffee Emporium using the same information.

you will do powerpoint for this so i can write the MS word

you have to follow headspace- you will do same company coffee emporium

plsssss follow the graph template and do it for coffee emporium. Like for the HEADSPACE, but do it for coffee emporium

https://www.coffee-emporium.com/locations

https://www.instagram.com/p/CeuKjcoOUht/?img_index=1

 

https://www.coffee-emporium.com/?fbclid=IwAR3vSMsaq9mbPMY5lGNz0V-GBrZjb7FKijZSSiR_jGwUP6fnp_3sEQsENMI

https://www.soapboxmedia.com/companies/011012coffeeemporium.aspx

you can view these links and add somegraphics and information

you need to do the same as headspace, but the information, answer or courseof action to take and recommendation has to be for coffee emporium

I. A Brief History of Coffee Emporium, its Job To Be Done, and Brand Identity:
Coffee Emporium: Brewing a Legacy
When it was founded in 1991, Coffee Emporium set out to reinvent the coffeehouse experience
and provide a paradise for coffee lovers. The business was founded with a passion for producing
the best coffee blends while promoting a sense of community (Coffee Emporium, 2023). It is the
creation of John and Sam, a visionary coffee aficionado.
People/Moments that Matter: To create the ideal cup of coffee that goes beyond taste and
becomes an experience, John and Sam, two devoted coffee lovers, launched Coffee Emporium.
Locals flocked to the brand’s Bankstown, Sydney, flagship store right once, making Coffee
Emporium a well-liked spot for fine coffee.
Job To Be Done: The purpose of Coffee Emporium is to provide consumers a break from their
everyday routines and a chance to indulge. The brand wants to improve the coffee-drinking
experience for its customers by providing precisely sourced and carefully designed coffee blends.
Brand Identity Elements:
1. Premium Quality Coffee: To ensure that every cup of coffee gives an unsurpassed
richness and taste, Coffee Emporium takes delight in finding the best coffee beans from
across the globe.
2. Sustainability Commitment: Coffee Emporium employs sustainable methods, such as
using beans that are ethically sourced and eco-friendly packaging, because of a strong
feeling of responsibility for the environment.
3. Warm and Welcoming Ambiance: Each Coffee Emporium coffee shop is created to
emanate a warm and welcoming ambiance that encourages guests to relax and interact.
Brand Associations Map:
•
Premium Quality
•
Sustainable Sourcing
•
Artisanal Blends
•
Community Engagement
•
Indulgence and Relaxation
•
Warm and Inviting Ambiance
II. Brand Equity Pyramid (BEP) – From Salience to Resonance:
1. Identity – Who are you? The Identity level is located at the bottom of the Brand Equity
Pyramid. The identity of Coffee Emporium is built upon its key characteristics and
principles, which serve as the cornerstone of its brand equity.
•
Premium Quality: Coffee Emporium takes great satisfaction in providing only the best
coffee, which has been painstakingly sourced and masterfully prepared to perfection.
•
Sustainability: Coffee Emporium has a significant focus on sustainability and encourages
moral sourcing, green living, and civic engagement.
2. Meaning – What are you? Moving up the pyramid, the Meaning level defines what Coffee
Emporium represents and the unique benefits it offers to customers.
•
A Premium Coffee Experience: Coffee Emporium is synonymous with an exceptional
coffee experience that goes beyond taste, creating moments of indulgence and joy for
coffee enthusiasts.
•
Community-Centric: The brand fosters a sense of belonging and community by providing
a warm and inviting atmosphere where customers can connect and engage.
3. Response – What about you? The Response level assesses how customers perceive and
respond to Coffee Emporium’s brand image and offerings.
•
Strong Customer Loyalty: Coffee Emporium has garnered a dedicated customer base due
to its consistent delivery of high-quality coffee and personalized service.
•
Positive Word-of-Mouth: Satisfied customers become brand advocates, spreading positive
word-of-mouth and recommending Coffee Emporium to friends and family.
4. Relationships – What about you and me? At the pinnacle of the Brand Equity Pyramid, the
Relationships level represents the deep emotional connections and resonance between
Coffee Emporium and its customers.
•
Emotional Bonding: Coffee Emporium has cultivated a strong emotional bond with its
customers, creating a sense of attachment and loyalty that transcends transactional
interactions.
•
Authentic and Trusted: Customers perceive Coffee Emporium as an authentic and trusted
brand, one that aligns with their values and enriches their lives through meaningful
experiences.
By establishing the Brand Equity Pyramid from Salience to Resonance, Coffee Emporium
reinforces its position as a premium coffeehouse brand that resonates deeply with its customers
and community.
Figure 1: Brand Equity Pyramid
III. Hierarchical Value Map, built from Laddering Interviews/Quotes:
We performed in-depth laddering interviews with brand champions, who are fervent and dedicated
customers of the brand, in order to get insightful information about how consumers relate to Coffee
Emporium. Through these interviews, we were able to learn more about how they perceived Coffee
Emporium, as well as the qualities that first drew them in and the more significant outcomes or
advantages that encouraged their devotion.
When customers are queried regarding their initial responses, they tend to divulge abstract and
emotional qualities that are associated with the brand. These are not just limited to product-related
statements. Rather, they are personal reflections that reveal the values that drove the purchase.
According to Reynolds and Gengler’s research (1991), consequences explain how a value is linked
to a product attribute, and as such, they are crucial to a successful brand marketing strategy. The
consequences that are uncovered through laddering interviews help in developing marketing
campaigns that are effective and resonate with the target audience.
1. Core Value: Premium Quality Coffee
•
Expertly Sourced Beans: “I love Coffee Emporium because they take sourcing
seriously. You can taste the difference in their coffee, knowing it comes from the
best coffee-growing regions.”
•
Artisanal Blends: “Their unique blends are what keep me coming back. Each one
has a distinct flavor profile, and I enjoy exploring the diverse tastes they offer.”
2. Higher Level Consequences: Indulgence and Social Connection
•
Moments of Indulgence: “Visiting Coffee Emporium is a treat for me. It’s my way
of taking a break from a hectic day and savoring a moment of pure indulgence with
a perfectly brewed cup of coffee.”
•
Sense of Belonging: “The atmosphere at Coffee Emporium is so inviting. I feel like
I belong there, and it’s more than just a coffee shop. It’s a place where I can connect
with friends and meet new people.”
3. Key Values Driving Loyalty:
•
Self-Fulfillment: “I appreciate the care they put into their coffee. It fulfills my
passion for quality coffee, and I know I can count on Coffee Emporium for a
consistently great experience.”
•
Belonging: “Coffee Emporium has become like a second home to me. The staff
knows me by name, and I feel like part of their coffee-loving family.”
By including illustrative quotes from the laddering interviews, we can better exemplify the insights
gained from these interviews and how they contributed to the Hierarchical Value Map for Coffee
Emporium.
IV. Comprehensive Brand Equity Statement (BES) for Coffee Emporium:
Brand Equity Statement: Excellence in every cup is what Coffee Emporium, the pinnacle of a
premium coffeehouse experience, stands for. Our brand’s aim is to offer coffee lovers
professionally created blends that are painstakingly selected, elevate moments of indulgence, and
foster a feeling of community in a welcoming and friendly environment..
Core Brand Promise: We at Coffee Emporium pledge to provide a superior and ethical coffee
experience. Each cup is rich and delicious thanks to our unwavering dedication to obtaining only
the best coffee beans, providing moments of pure enjoyment and relaxation. Every time a customer
comes to one of our coffee shops, we strive to create a warm environment that encourages
relationships.
Distinctive Brand Character: Coffee Emporium has a chic and welcoming aura about it. The
warm, welcoming, and approachable tone of our brand resonates with clients looking for a high-
end coffee retreat. We take pleasure in being informed, attentive, and passionate about what we
do, which shows a dedication to quality and sincere concern for the welfare of our clients.
Unique Brand Markers:
•
Ethical Sourcing Seal: Our brand champions our commitment to sustainability,
showcasing our dedication to ethically sourced beans and environmentally friendly
practices.
•
Community Wall: Coffee Emporium’s coffeehouses proudly display a community wall,
celebrating the local connections and stories shared by our patrons.
Opportunities for Leveraging Brand Hierarchy:
•
Coffee Emporium Signature Blends: Our flagship blends hold the potential to expand
into limited-edition offerings, enticing customers to explore new and exclusive coffee
experiences.
•
Coffee Emporium Rewards Program: Leveraging our loyal customer base, we can
develop a rewards program that strengthens customer engagement and fosters brand
advocacy.
The Coffee Emporium Comprehensive Brand Equity Statement is a key resource for customer
comprehension, encapsulating the underlying principles and promise of our brand. Effective
internal and external communication is made possible by its promotion of uniformity across
touchpoints. Senior Management’s decisions are anchored in our brand equity, which directs
strategic investments that support our ongoing success and development.
V. Value Proposition (Synthesized Executional Converter – SEC) for Coffee Emporium:
This Brand: Coffee Emporium
For its Prime Prospects/Customers: Coffee enthusiasts and socially conscious individuals seeking
a premium and sustainable coffee experience.
Who have these characteristics:
•
Discerning taste for exceptional coffee
•
Appreciate ethical and environmentally responsible brands
•
Value a sense of community and belonging in their coffee experience
The Brand provides these benefits:
1. An Indulgent and Memorable Coffee Experience:
•
Immerse in moments of indulgence with expertly sourced and artisanal coffee
blends that offer a rich and exquisite flavor.
•
Create cherished memories in a warm and welcoming atmosphere that fosters
connections and a sense of belonging.
2. A Commitment to Sustainability:
•
Embrace sustainability with every sip, knowing that Coffee Emporium’s beans are
ethically sourced, and eco-friendly practices are implemented.
•
Contribute to positive social and environmental impacts by choosing a brand that
aligns with your values.
3. Personalized and Knowledgeable Service:
•
Engage with knowledgeable baristas who are passionate about coffee and are
committed to crafting your perfect cup.
•
Enjoy personalized recommendations and an attentive experience that caters to
your unique preferences.
That Prime Prospects can believe in because (Reasons to Believe – RTBs):
1. Premium Quality Assurance:
•
Coffee Emporium sources only the finest coffee beans from renowned regions,
ensuring unparalleled quality and rich flavors.
2. Sustainable Sourcing:
•
Our commitment to ethical sourcing and eco-friendly practices reflects our
dedication to sustainability and social responsibility.
3. Welcoming Community Environment:
•
At Coffee Emporium, we create a warm and inviting ambiance that fosters
connections and a sense of belonging among our diverse community of coffee
enthusiasts.
With a simple and compelling Value Proposition, Coffee Emporium effectively communicates its
unique offerings and resonates with its prime prospects, forging a strong connection between the
brand and its ideal customers.
VI. The Authenticity Audit for Coffee Emporium:
Let’s conduct the Authenticity Audit for Coffee Emporium using the 7 habits of iconic brands
proposed by Michael Beverland. We will assess and rate each dimension on a 5-point scale to
determine the authenticity associated with the brand.
1. Storytelling: 4/5
Coffee Emporium excels at storytelling by sharing its journey, from the founder’s passion for
coffee to its commitment to sustainability. However, there is room to further integrate storytelling
into marketing efforts to deepen the emotional connection with customers.
2. Appearing as Artisanal Amateurs: 5/5
Coffee Emporium successfully presents itself as artisanal amateurs, emphasizing its dedication to
the craft of coffee-making. This authenticity shines through in its unique blends and genuine
passion for delivering the best coffee experience.
3. Sticking to Your Roots: 5/5
Coffee Emporium remains true to its roots, with a consistent focus on premium quality, ethical
sourcing, and community engagement. This commitment to its core values enhances its
authenticity.
4. Loving the Doing: 4/5
The brand showcases enthusiasm for coffee and its customers, but further opportunities exist to
amplify the passion and joy of serving exceptional coffee experiences.
5. Market Immersion: 3/5
While Coffee Emporium connects with its local community, deeper market immersion could be
explored. Engaging in targeted campaigns and events tied to specific regions could strengthen
brand authenticity.
6. Being at One with the Community: 5/5
Coffee Emporium excels in being at one with the community, cultivating a welcoming and
inclusive environment where customers feel like part of the brand family.
7. Indoctrinating Staff into the Brand Culture: 4/5
The brand instills its values in staff, reflecting in personalized service and knowledgeable
interactions. Further training initiatives could enhance staff engagement and alignment with the
brand culture.
Opportunity for Advancing Authenticity:
Enhance Market Immersion: Coffee Emporium can further advance authenticity by deepening its
market immersion efforts. Engaging in region-specific initiatives, collaborating with local artists,
and sponsoring community events would create a stronger bond with customers and reflect a more
tailored approach to each community served.
By leveraging these authenticity pillars and seizing the identified opportunity, Coffee Emporium
can reinforce its brand authenticity and build even stronger connections with its customers.
VII. Where from Here: Recommendations for Building Coffee Emporium’s Brand Equity:
Let’s provide three thoughtful recommendations for Coffee Emporium to build its brand equity,
focusing on long-term strategic initiatives:
1. Achieving a “Greater Good” – Sustainability Initiatives:
Recommendation: Coffee Emporium should take its sustainability efforts to the next level by
setting ambitious goals to become a carbon-neutral coffeehouse chain within the next five years.
Why: Coffee Emporium is aligning with the beliefs of its socially concerned consumers by making
the commitment to becoming carbon-neutral. This program indicates the brand’s commitment to
having a good environmental effect and goes above and beyond short-term profits. Sustainable
supply chain methods, including sourcing, packaging, and waste management, will not only appeal
to current customers but also draw in a new group of environmentally concerned shoppers. This
emphasis on the “greater good” upholds the brand’s integrity and strengthens its standing as a
conscientious and mission-driven coffee shop..
2. Partnership with Another Brand – Collaboration for Exclusive Blends:
Recommendation: Coffee Emporium should explore partnerships with local and renowned coffee
bean growers to create exclusive and limited-edition coffee blends.
Why: Collaboration with coffee bean producers that value quality and sustainability will enable
Coffee Emporium to provide distinctive blends with distinctive regional characteristics. Exclusive
partnerships may thrill and anticipate customers, encouraging return visits and word-of-mouth
advertising. This collaboration approach strengthens the brand’s reputation for providing great
coffee experiences by tying up with its handcrafted character. Additionally, it creates a win-win
situation for Coffee Emporium and its partners by highlighting the skill of coffee bean producers
and craftspeople.
3. Opportunity of Choice – Customer Experience Enhancement:
Recommendation: Coffee Emporium should invest in innovative technologies and training to
enhance the customer experience through personalization and digital engagement.
Why: Customer expectations are changing, and the importance of digital convenience is growing.
Coffee Emporium might launch a user-friendly smartphone app that would enable users to place
orders in advance, get incentives for loyalty, and get tailored suggestions based on their tastes.
Convenience is increased, and consumer involvement is strengthened, thanks to the digital
transition. A more customized and enjoyable experience is produced by using client data and
feedback to adapt products and promotions. The brand’s dedication to providing great service and
knowledge is further complemented by its investment in staff training to improve client
interactions. These initiatives not only increase consumer loyalty to the brand but also draw in
tech-savvy customers looking for a smooth and customized coffee experience.
Coffee Emporium can considerably increase its brand equity and succeed in the coffee industry by
concentrating on accomplishing a “greater good” through sustainability, investigating exclusive
collaborations for special blends, and improving the consumer experience through digital
interaction.
References
Coffee Emporium. (2023). About- The Coffee Emporium. The Coffee Emporium.

About

Guide sample : Company is
headspace
WHAT TO DO: FOR COFFEE EMPORIUM
COFFEE EMPORIUM
• Follow the samples listed for HEADSPACE
• Create a powerpoint
• List the notes
Unique Brand Identity Elements
Brand Association Map
H
M
L
Associations:
H – High
M – Medium
L – Low
Jobs To Be Done
○
○
○
○
○
○
○
○
○
Be mindful in different situations
Rest and relax
Find focus
Improve sleep
Be grateful
Improve concentration
Get rid of anxiety
Relieve stress
Be a better version of myself
Alter “how you are” to “how you want to be”
Key Ladder Insights
I was able to choose from
a number of things and
figured out what worked
for me.
I value mental clarity
and feeling calm. I will
spend whatever I need
to achieve that.
I really needed to turn
off my thoughts at
night and wind down
and it really helped!
Once Covid hit I HAD to
find something to ease my
anxiety.
At the end each session I’m in a
better mood and I feel focused
and happy.
My employer valued
Headspace and paid to
help me ease my
work-related stress.
Hierarchical Value Map, built from Laddering Interviews/ Quotes
from Brand Champions
We all know people who are the ideal consumers or champions for a particular brand. In some cases, they may be heavy users (a 12-pack of Mountain Dew each day). In other cases, they may have refined product knowledge
and be the type who enthusiastically talks about a particular product every chance they get. Understanding the connections these consumers have with their brands can:
1.
2.
Reveal key points of difference for a brand that may have previously been overlooked;
Provide insights as to how a company can go about winning more of these “ideal” consumers.
An excellent way to understand how consumers relate to brands is through laddering interviews. These are described in the article “Using laddering to understand and leverage a brand’s equity.” These interviews are based on
the notion that consumers initially think in terms of features/attributes (fat content, number of air bags, friendly service) but these attributes must be related to higher level consequences or benefits that represent the true
motivators of loyalty. Although such consequences may not be immediately obvious to consumers, they can be uncovered through a series of probing questions. A two-stage process for revealing consumption motivators is
described in the laddering article.
Other Considerations: While a series of “why” questions is commonly used in laddering interviews, other types of questions may also help you “ladder up” to critical consequences and values. Consider working some
questions like these into an interview guide:
What is the experience of _______ for you?
Why is _______ something that is important to you?
What does _______ do for you?
What does _______ lead to?
How does that make you feel?
What happens when you _______?
What if that did not happen?
What is the consequence of that for you?
What if _______ did not matter?
Does _______ always matter?
What if you could not find _______ any more?
Just a few high quality laddering interviews with brand advocates can reveal important insights about one’s brand. It is recommended that you work in pairs to actually conduct your interviews. It is almost impossible to ask
questions, listen, probe, and transcribe responses by oneself. On the other hand, being interviewed by four/five people at once can be intimidating for any consumer. Going to a place that makes your consumer feel at ease,
and/or having brand artifacts on the table as you conduct the interview, will also enrich your results.
Hierarchy Value Map- SAMPLE to follow
Hierarchy Value Map- HEADSPACE
Brand Equity Pyramid (BEP) – from salience to resonance
SAMPLE TO FOLLOW
Brand Equity Pyramid- HEADSPACE
RESONANCE
“This new me is much
more in line with who I’d
always wanted to be…this app has
completely changed me…this app
will bring you back to yourself.”
JUDGEMENT
FEELING
warm, inviting, enjoyable,
best-in-class digital
happy + healthy community,
mindfulness, science-based +
clinically-tested, industry pioneer forward-thinking researched,
institutionally-supported, self+ leader, superior content,
focused/fulfilling, modern
premium but not exclusive
PERFORMANCE
IMAGERY
digital mindfulness programs, improves
health + happiness, rooted in ancient history,
backed by modern science, clinically-validated
research, user-friendly software, minimalist +
modern design, expensive experience
anyone can purchase a membership, great
for health-focused professionals, meditation
anytime + anywhere, inviting + motivating
content, ancient methods improved by modern
science, programming for lasting brain impact
SALIENCE
orange circle logo, warm colors, calm voices, science-based wellness, Andy Puddicombe, app, online,
happiness, health, stress-reduction, mindfulness, meditation, ability to focus, better sleep, guided exercise, community
Brand Persona
Melissa is a 38-year-old executive for a large
Ecommerce company that sells medical
accessories. During the pandemic, she has been
working remotely and has been homeschooling her
children. It is not unusual for Melissa to work in
excess of ten hours per day.
Melissa enjoys quiet walks in the park with her
husband, Doug, and their two children. She loves
her job, but obtaining a work-life balance has been
overwhelming.
Melissa is as introvert and has NOT enjoyed daily
Zoom calls with the other members of her team.
Melissa’s company has provided her with a
subscription to Headspace. She enjoys the
meditation apps and the sleep programs that help
her lower her anxiety and stress levels.
A comprehensive Brand Equity Statement (BES), by capturing the following:
•
•
•
•
•
Draw on your Brand Equity Pyramid and Hierarchical Value Map to prioritize your brand’s strengths
Synthesize the Core Brand Promise
Describe the distinctive Brand Character
Note re-occurring design or tactical elements that serve as unique markers for the Brand
Note opportunities for leveraging other levels in the Brand Hierarchy
The BES is critically important to brand builders because:
•
•
•
•
•
It’s a repository for consumer understanding
It consolidates our choices
It promotes consistency over time and over people
It helps us communicate better internally and externally
It helps Senior Management make choices about how to invest
Key terms/ support:
1.
Brand Equity – what your brand stands for as perceived by the customer. It is what they “know” and “feel.” This will include your image and reputation.
2.
Brand Hierarchy – an organizing structure for a firm’s brand portfolio delineating roles and relationships between brands.
3.
Brand Equity Statement – a record of all those things you want the brand to stand for in the eyes of your customers.
Brand Character – The unique, long-term personality, tone or “attitude” of the brand (e.g., sincere, exciting, competent, sophisticated, rugged
Illustration Using Headspace Peer Example:
Headspace has one mission: to improve the health and happiness of the world. And with millions of users in more than 190 countries, were well on our way.
Headspace provides guided meditations, animations, articles and videos, all to help you find more joy, get more goodnights, and make every day happier.
Brand Equity Statement- HEADSPACE
Find some
Headspace.
Headspace has one mission: to improve the
health and happiness of the world. And
with millions of users in more than 190
countries, were well on our way.
Headspace provides guided meditations,
animations, articles and videos, all to help you
find more joy, get more goodnights, and make
every day happier.
Master Brand Architecture- HEADSPACE
Meditation
Sleep
Stress
Mindfulness
Position Mapping – HEADSPACE
Variety of Programming
Just Another App
Industry Leader
Focused Programming
The Value Proposition (aka Synthesized Executional Converter (SEC) – Used to frame brand communications. Simplicity is a must!
This Brand:
For its Prime Prospects/Customers:
Who have these characteristics:
The Brand provides these benefits:
1)
2)
3)
That Prime Prospects can believe in because (Reasons to Believe – RTB’s):
1)
2)
3)
Synthesized Executional Converter
The Brand
Headspace
Prime Prospects / Customers
forward-thinking people that want to get the most out of
their life and reach their mental/physical potential by
being both happy and healthy
Characteristics
motivated, educated, health-focused, digital users,
inclusive community, long-term focused, science believers,
forward-thinking, often young professionals
Benefits
happiness, health, stress-reduction, increased
mindfulness, meditation skills, ability to focus, better
sleep, regular guided exercise, lasting brain impact
Reasons to Believe
industry leader, scientifically researched, clinically tested,
rooted in ancient history, 600+ partnerships, millions of
users, 4.9 star reviews, expensive platform
The Authenticity Audit
Assess and rate the authenticity associated with your brand using the 7 habits of iconic
brands proposed by Michael Beverland as the assessment dimensions (use 5 Point
Scale on each of the 7 pillars). How brands achieve authenticity will vary. No brand
could be expected to optimize its authenticity via every dimension. Through this
assessment identify at least one opportunity for advancing the authenticity of your
brand. Remember Beverland’s advise – Faking it is hard!
Key reference: Building Brand Authenticity: 7 Habits of Iconic Brands
✓
✓
✓
✓
✓
✓
✓
Story Telling
Appearing as Artisanal Amateurs
Sticking to Your Roots
Loving the Doing
Market Immersion
Being at One with the Community
Indoctrinating Staff into the Brand Culture
Brand Authenticity Audit Overview
Each Brand Authenticity Category was rated 1-5 in Headspace Smiley Faces
Storytelling:
Artisanal Amateur:
Sticking to Roots:
Loving the Doing:
Market Immersion:
One with Community:
Indoctrinating Staff:
Average Rating
4.64 out of 5
Storytelling
After traveling around Asia as a Buddhist monk for 10
years, co-founder Andy Puddicombe has reinvented
what meditation and mindfulness means for nearly 70
million Headspace members. While users aren’t
meditating in the Himalayas with a colony of monks,
Headspace has allowed users to find peace in the
hustle and bustle of their daily lives and create their
own mindful story from the comfort of their living
room.
The journey to creating your own
meditation and mindful story
Artisanal Amateur
Unique guided meditations,
animations, articles and videos
that are derived from ancient
history and modern science. All
programs tailored to different
experience and interests.
Beyond the amateur level with
costly monthly subscription
fees.
Sticking to Roots
As Headspace App Offerings
Expand, all brand extensions are
centered around company
values of improving the health
and happiness of the world
Selfless
Drive
Courageous
Heart
Curious
Mind
Loving the Doing
The goal of Headspace employees has been to
combine age-old meditation practices into
modern behavioral psychology theories.
Headspace employees love what they do. In fact,
all employees meditate twice daily to promote
compassion and mindfulness. A Headspace
employee called the HS office, “the happiest
office in the world”.
Market Immersion
Aligning with its mission of improving
the health and happiness of the world,
Headspace has reached out to users of
all ages to help them cope with stress,
anxiety and sleeplessness.
Headspace offered free subscriptions
to the unemployed, it has partnered
with Netflix to create a guide to
meditation and created B2B
partnerships to offer corporate
memberships for employees.
One with Community
Headspace is focused on creating
collaborations that support the mission of
designing and delivering innovative ways of
improving the health and happiness of the
world. It has partnered with companies
Amazon, Casper, Doctors Without Borders,
Sesame Street, Google, the NBA, Nike and
many others.
Indoctrinating Staff
75% of Headspace employees state
that they remain at Headspace
because of the company’s
commitment to its mission. The
growth of the company and the
commitment to the mission of
helping others have attracted
dedicated, passionate employees.
Most employees are positive, but
some felt that the company
ventured into new areas without
having the proper leadership in
place.
Recommendation
Recommendations for your brand to not simply survive, but thrive, during and beyond this unique moment
(3 recommendations max). Your recommendations should be thoughtful, linked to the rest of your
presentation (BEPyramid, JTBD, etc) and well supported (not just “what”, but “why”). If this were your
business, and you were the brand manager, how would you focus on building your brand’s equity? (Note,
building a brand’s equity should focus on long-terms strategic initiatives, as opposed to short-term sales.
•
•
•
You should include 3 opportunities, taking the time to build out your ideas:
1 around achieving a “greater good”;
1 including a partnership with another brand;
and 1 of your choice.
Recommendation 1: Greater Good
“This new me is much more in line with who I’d always wanted to be…this app
has completely changed me…this app will bring you back to yourself.”
Enable people who are struggling with mental health
to get free access to the Headspace platform.
Provide
mental health
hotlines with
links to free
access
Give doctors,
hospitals,
therapists,
etc. flyers
with links for
patients
Advertise on
social media
with a “Need
Help?” tagline
Add suicide
and other
mental health
hotlines to
the app
Recommendation 2: Partnership
“Stress, anxiety, frustration, burnout and feelings of being overwhelmed were
the most common feelings reported by those on the front lines.” COVID-19 has
affected healthcare workers in negative ways
Headspace should partner with the American Medical Association
to extend their reach to medical professionals and patients
AMA promotes the art and
science of medicine and the
betterment of public health. In
line with Headspace mission and
values
Leverage medical expertise to
recommend Headspace to
patients and medical staff alike
Largest and only national
association that convenes +190
state and specialty medical
societies – Large Reach
Recommendation 3: Broaden Reach
Meditation and other mindfulness activities are still not viewed as mainstream
by the broader public…still primarily for forward-thinkers and early adopters
Headspace should utilize its celebrity stakeholders to launch a
social media influencer campaign that broadens reach.
Ryan Seacrest
John Legend
Kim Kardashian
Kevin Hart
Jessica Alba
Jared Leto