For Caribou Coffee, taking the long view in its current rebranding efforts meant embracing its original seize-the-day slogan, “Life is short. Stay awake for it.”The Minneapolis-based coffeehouse chain updated its logo, packaging and signage to shift its emphasis from merely “staying awake” to being a brand central to an engaged lifestyle, said senior vice president of marketing Alfredo Martel.Starting with the introduction of several premium menu items in the fourth quarter of 2009 and ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to the NRN Digital and Print access package, for only a small additional amount, you can get NRN All Access, which includes premium reports such as the annual NRN Top 200 data. Either way, we ask that you register now. We promise it will only take a few minutes!