Branding

Branded

(Take 1)

Italian Aroma Coffee

Branding, by definition, is a means of advertising - usually by a distinctive design!

So, it begs the question of why you would buy in a brand, which you hope and need to sell through, then keep it a secret, hide it under the counter and not wish to talk about it?  

In business, every sale, every bean of coffee, every customer, nudges you closer to your profit margin to help you into the black.

Having lost my way in Edinburgh the other day I stopped to ask directions at The Corn Exchange and was greeted by a lovely lad called Robbie. Suddenly I was overwhelmed by the aroma of coffee and knew instinctively it was my favourite Italian Aroma. Although I was double parked, there were a couple of tables on the street so I found myself ordering an Americano with hot milk.

 

To my utter astonishment it arrived in the most God Awful Blue/Grey cup and saucer (why would you do that to my coffee?) Now, if you mix blue and brown you get a dreadful sludge colour and, although I knew the taste would be sublime, I found it hard to lift to my throbbing, waiting lips. Not only because of the appearance but the handle was too close to the saucer so I had to awkwardly manoeuvre the vessel and tip the bloody bowl in order to lift it; spilling some of my nectar.

The lovely Robbie told me all about Aroma and was very enthusiastic about the brand. However, later when I phoned to enquire as to who runs the coffee shop, it was all a bit vague. Although, I would tend to blame Bert, as it’s his name all over the shop. 

The dude on the phone confirmed The coffee shop, in the Corn Exchange, was indeed called Bert’s and although it was definitely Italian Aroma coffee I'd had he assured me it was from Matthew Algie but they may be changing that soon. 

Wee Robbie knew they had already changed it...

This has set me on the road to a magical, mystery, coffee tour ending at Rosslyn Chapel and my quest will continue.  I’m very excited and if you would like to join me, I’m hiring a bus tomorrow to visit all the Saltire outlets, as I’ve just been reliably informed they manage various outlets in Edinburgh and will be running coffee shops and catering gigs all over the toon? 

It'll be interesting to see how visible the Aroma brand is or, are Saltire trying to keep it under wraps for a big reveal!

I’m hoping my Italian Aroma Coffee are headlining but this show will be running into next week till I do more research and of course drink more coffee from proper attractive cups, which are white inside!

Message to Saltire!

CHANGE THE CUPS!!!

Ci Vediamo!

Next up!

Her name was Lola

She had the branding

With coffee be-ans in her hair

I saw my favorite roasting there!