Todd Carmichael: Expect Your Brand To Act & Behave Like A Decent Person [Video]

Todd Carmichael: Expect Your Brand To Act & Behave Like A Decent Person [Video]
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From PSFK CONFERENCE NYC: La Colombe Torrefaction founder describes the principles upon which he has built a "democratic-luxury" coffee brand.

Piers Fawkes, PSFK
  • 12 may 2012

In this video from PSFK CONFERENCE NYC, Todd Carmichael explains how his brand needs to think and act like a human being. The self-confessed coffee-craftsman explains that he expects his company La Colombe Torrefaction to behave like a decent person. Throughout the talk he describes the principles upon which he has built a “democratic-luxury” coffee brand, and questions the behavior of Google and Apple, saying that the word “passion” has been overused and lost its meaninag. Todd explains why because of this strict adherence to this set of values, his brand won’t allow him to serve customers sandwiches.

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