But first, Coffee. Maybe you’ve seen the phrase hanging above a picture in a coffee shop or cafe, or maybe you first saw the phrase on Instagram. Regardless of where you noticed it, those three words resonate with coffee drinkers around the globe — but it’s also the mantra that drives Josh Zad. Josh is the founder and CEO of Alfred Coffee, a coffee shop less focused on the actual coffee and more on the customer experience. Josh joined Marketing Trends to discuss everything from building and marketing the Alfred brand, to his new adventure with Calidad beer. Plus he talks about how to approach advertising investment and connecting with customers. Main Takeaways Make it Pop!: Your brand is your image and it’s how your consumer connects with the product. Work hard to create something iconic and something that stands out on the shelf so that when the consumer sees the product, it’ll instantly resonate with them. Invest Like the Best: Invest in advertising that fits your distribution needs and find channels that make sense for your brand. When it came to marketing Calidad beer, digital and social advertising didn’t make sense for the industry because there was no way to push consumers to an eCommerce store. Instead, the Calidad team bought physical billboards near locations where people could purchase the products. Change Isn’t Always Good: When Josh was building Alfred coffee, he was constantly tinkering with the brand’s image, its colors, font, and website. When you change your imagery for the sake of change, you make it hard for your consumer to keep up. Find something that is powerful and resonates with your consumer and build off that. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.