This CEO Was Tasked With Helping An Iconic Hawaiian Brand Regain Its Footing. Here's How He Used Storytelling To Do It. – CoffeeTalk

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Scott Snyder, the CEO of Bad Ass Coffee of Hawaii, has been working on a strategic plan to reclaim the brand’s footing and create an experiential atmosphere that resonates with customers. The brand’s name, “Bad Ass,” is rooted in Hawaiian history and the story of donkeys carrying coffee beans down the volcanic slopes of Hawaii. Snyder believes that there is a deeper connection to the brand than just its name, as there is a “badass” spirit that goes out and does great things without much self-promotion.

Snyder’s vision for Bad Ass Coffee of Hawaii is not just about the product but also about the experience. He has made it a priority to ensure that each location tells a story that speaks to the rich heritage of Hawaiian coffee and the unique identity of each store. Under Snyder’s leadership, Bad Ass Coffee has cultivated a diverse fan base that spans different ages, income levels, and from seasoned coffee enthusiasts to novices.

Drawing on his experience in digital marketing, Snyder has prioritized tailoring the brand’s messaging to each segment of its audience. With a broad demographic, Snyder’s goal has been to grow the brand beyond its cult-like following and build a larger, more loyal customer base. He emphasizes the importance of knowing what the right product is and what the right channel is, as this is the most important thing Snyder learned in the agency days.

Through Snyder’s vision and leadership, Bad Ass Coffee of Hawaii has not only transformed into an experiential brand rooted in Hawaiian history but has also broadened its audience, ensuring it remains relevant and beloved by a diverse community of coffee drinkers.

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Source: Coffee Talk

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