I found this great marketing case from the Branding Wire on Olivier Blanchard’s blog.

Anyone interested in learning more about marketing, including those who have attended the AMA Marketing Boot Camp sessions I teach for the American Marketing Association should check it out.

What I found most valuable about The Coffee Company Case are the questions that Olivier poses in his response. Ditto for Drew McLellan’s response.

Putting on my marketing training/facilitating hat, here’s what I suggest you do to get the most from this case: 1st, use it as part of a marketing staff exercise – discuss it collectively or in small groups (depending on how many employees want to participate). Then adapt & apply the questions within the context of your company’s situation.

Better put on another pot of brew …you could be in for a stimulating and insightful discussion.