Few things are more entrenched and personal than the pleasures of the daily coffee ritual. For some it might entail taking that first long sip. Or enjoying the rich aroma and initial caffeine rush. For others, however, it might involve idling eleven cars deep at a drive-thru. Or tossing a full cup in the trash because it bears no resemblance to what you just ordered. It might even include overpaying for these privileges, and then lining up to do it all over again the next morning.
Over 5 million Americans are afflicted by it today.
Within the next eight years, it is projected 44% more people will suffer from the disease annually.
It is the only leading cause of death in the U.S. without a cure, and without even a way to slow its progression.
It seems as though I can’t open a single trade publication lately without stumbling across an article on authenticity. The importance of it; someone who missed it; a brand that rocked it and saw the success. While this topic has been at the center of many recent conversations about branding, it doesn’t seem as though it is going anywhere anytime soon.