l i l n i t g s i D n d a r B
Mojo By Spencer Adrian, Felicia Kloewer, & Elora Overbey
Distilling Brand Mojo by Spencer Adrian, Felicia Kloewer & Elora Overbey
Mojo
- the appeal and essence of a brand that keeps you coming back.
Oregon’s Mojo Masters
In a culture that defies the boundaries of normal, and is renowned across the country for being weird. Oregon’s economic climate allows brands of all shapes and sizes to thrive. Three local brands in particular are carving out their place in the Oregon landscape. They range from a single store, to more than 170 locations nationwide. Each with it’s own roots in Oregon. Dutch Bros., Off the Waffle, and Ninkasi Brewing, have a special something that sets them apart from the rest. A certain irresistibility that people try to put their finger on. Their own “Brand Mojo.” This book distills brand mojo into three simple steps. In order to be a master of mojo, you need all three steps working together to create one awesome brand.
Step 1
Mastering your product Your product lies at the core of your brand. It is the biggest representation of who you are, and you must ensure that it is mastered. People look for those products that are unique and stand out among the rest. Having a great idea can come at anytime. Creating a good product is part hard work, and part luck. No matter what your product is, remember that it needs two things: 1) It needs to be wanted and 2) it needs to be good.
“We can do whatever our crazy minds come up with.” - Omer Orian
“It all starts with the food,” Dave Orian, coowner of Off the Waffle says. Dave started Off the Waffle with his brother, Omer, in the Whiteaker neighborhood. They lived above the restaurant, serving waffles to anyone who was hungry. Off the Waffle offers a truly unique product, Liège waffles and some of the most unexpected toppings. Dave started the restaurant with his brother Omer, and their love of waffles has expanded as they share their love with Eugene. A majority of the toppings are local and organic, which adds to the gourmet waffles’ popularity. The Sweet Funk Machine (pictured left) has pear, Gorgonzola cheese, local wildflower honey, cinnamon, and the option to add a sunnyside-up egg, which is a must. “We’ve got a good sense of what the market wants and needs,” says Omer. Not all creations make the cut, but the brothers keep recreating and perfecting their menu.
Beer lovers are just as common in Oregon as tree lovers. Microbrews continue to pop-up across the state and to stand out from the crowd, Ninkasi, the Sumerian goddess of beer, blesses the city of Eugene, Oregon with her delicious brew. Ninkasi Brewing Company worships the goddess and is the fastest growing craft brewery Oregon has ever seen. Ninkasi believes part of their success comes from how their beer is brewed. Northwest grown hops are
paired with fresh McKenzie river water, and is then put in to one of only six beer centrifuges in Oregon where it is clarified to perfection. With beers like the hop filled Total Domination IPA, or Radiant Ale, Ninkasi offers a variety of mouth-watering brews for all. Each handcrafted brew is on tap in the Tasting Room, where the community can come together around their perfectly poured drink.
“It’s never about the money. For us, It’s about constant, never ending, improvement.” - Dave Morris, Dutch Bros. VP of Public Relations
Dutch Bros. started as a small coffee stand in the small town of Grants Pass, Oregon. Since then the company has grown to more than 170 coffee stands, staffed by “Bro-istas,” ready to serve cups of coffee to caffeine-deprived customers. “We are all about the coffee, and I have to say, we serve a pretty good cup,” Malia Emery, a Dutch Bros. employee, says. They’re the sunshine to your morning, and that little help after an all-nighter in the library. When you pull up to the stand, you get more than just a 16 oz. Carmelizer. “It’s not just a transaction,” Malia says. “You can grab some coffee and some advice at the same time.” Dutch Bros. offers a well-priced cup of love that flourishes with a smile and some life advice from the employees. They don’t just sell a product. They sell an experience.
Step 2
Fitting into the culture Communities distill their core values into each generation that passes through. The essence of a place may change with the generations, but the core qualities of who they are remains the same. Local brands that experience success are living symbols of the communities they originate from. They have tapped into these values, and what is important within them. The brands may expand and evolve, but the secret to creating a brand mojo lies in the idea of staying true to their original values and continuing a generous exchange between community and brand.
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Welcome to Oregon
Oregonians are the ultimate adventurers, from the soccer moms, weekend backpackers, lawyers, to white-water rafters: they live, breathe, and grow together in climates ranging from the coast to the desert. You can surf and snowboard in the same day, and they love anything outside the norm. There is a place in their hearts for the weird and unexpected. The microbrews, artisan waffles, and drive-up coffee houses create a culture that make us who we are, and Oregon wouldn’t be the same without them. Brands that do well in Oregon become a part of the community and live up to the quintessential Oregon style.
“Beer is important in Oregon, and we tend to resonate with the people here.� - James Book, Ninkasi Marketing Director
Along with a wide variety of beers on tap, Ninkasi also offers an inviting, hip place for locals to relax with family and friends. In the tasting room, Ninkasi beer bottles hang from the ceiling lights. On some nights, local musicians come and play at the tasting room as people grab pint and some food from the locallyowned cart which changes weekly. “It’s really about attitude and how we present ourselves,” Winter Gibbs, an assistant art director at Ninkasi, says. Ninkasi has been growing strong in the Whiteaker neighborhood since 2006 and isn’t slowing down. Oregon is home to some of the finest microbreweries in the United States, and Ninkasi is just one of over 70 that populate the state. Oregonians are proud of their beer, and the community often gathers around to share stores to go with a pint. Beer as become a commonplace in Oregon’s culture, and is remembered as much as the rain. “People don’t feel like they are approaching a company,” Gibbs says. “The hipness we exude as a company makes us accessible to people.”
“Our personal values lined up with the community. It’s the eclectic feeling, and the life of the restaurant that people love.” -Omer Orian, Owner of Off the Waffle
They came to Oregon in 2008 and felt a connection with the local community. Eugene’s eclectic feel charmed the brothers into setting up shop in Eugene. The waffle madness quickly caught on and they moved their waffle house into a larger location on Willamette Street. The fusion of local, organic ingredients, and the eclectic, customer service centered atmosphere make any Oregonian feel at home. “It’s a marriage between fun, snazziness, and it’s kind of classy. Everyone would feel comfortable in here, “ Omer says. The relaxed vibe of their restaurant allows all kinds of people, from teenagers to businessmen, to come together under the waffle house. “In service, we put a lot of focus in the crew. It’s like a family and we try to avoid bad apples,” Dave says. Employees and employers define the atmosphere the business exudes. That atmosphere must reflect the culture it thrives in.
The Northwest is known for enjoying their coffee. Sipping on a perfectly brewed cup while watching the rain fall is a perfect way to spend your day. Dutch Bros. has managed to take the coffee, and make everyone enjoy it. Their Bro-istas are often found dancing to music and having a great time behind the window. During new store openings, they often give away drinks and have a party in the parking lot. When you’re having a bad day
or if you forgot your wallet, Bro-istas brighten your day by giving you a free cup of joe. “We take part in the community that we are in, and we try to show people we care. Living by the creed is what we are all about,” Malia says. They often have days where all of their proceeds go to charity. Giving back to the community is part of the Dutch Bros. way of life. After all, they live and thrive in the same community that their customers do.
Step 3
Spread the word Even the brands with the most phenomenal products crafted and incredible customer service will experience failure if not properly marketed. Advertising, whatever its form, is the final and most crucial element in crafting success. Larger, more established brands, will do this with mass media advertising, but when you are small you have to come up with more cost effective methods. Some use stickers, some sponsor events, others use word of mouth. No matter how you get the word out, it has to be done. When people start talking about how great your company is, that’s when you know you’ve made it big.
The “Dutch Mafia,” the “Dutch Army,” and the raging fans, are just part of the Dutch Bros. following. Due to their quick drinks with a smile, Dutch Bros. has gained a loyal following in just a few short years. The company gets the word out mostly through word-of-mouth. They treat every customer as if they were family, and the customers return the favor through telling their friends. They hand out bumper stickers to anyone who asks, which has even led to a few super fans collecting them. Dutch Bros. loves to have fun with their employees and customers. When a new store opens, they throw a party on the lot and hand out free drinks for the day. Their attitude and customer service has people spreading the Dutch love for them, and keeps others coming back. “It’s all about the community.” Dave Morris, Dutch Bros. VP of PR said. “We love to give back and be a part of things.”
“Loving on people no matter who they are. That’s what we are about. It’s the Dutch way of life.” - Dave Morris, Dutch Bros. VP of Public Relations
Off the waffle has one of the most iconic logos in the Eugene area. The orange-haired mascot resembles the two owners, and stands out among all other brands. “Put him without text anywhere and people would recognize him,” Dave says. The waffle guy can been seen on the car bumpers, plastered to water bottles, and even on laptops. The One admirer even built them their own Off the Waffle video game. Even with their followers, Omer and Dave advertised—but not in a traditional fashion. Instead of buying their advertisements, they trade with local companies like WOW Hall, Eugene Weekly, Oregon Daily Emerald, and even high school yearbooks and magazines. They trade their orange-fro-French-mustached mascot logo for— well what else—gift cards for waffles. Omer and Dave are focused on the customer 100%. They would rather spend money perfecting their recipes so that customers can sink their teeth into the best waffles with the freshest ingredients.
Since Ninkasi started in 2006, it has exploded in popularity. The company recently went through a multi-million dollar expansion, and is just trying to keep up with demands. “We’re kind of just along for the ride,” Winter Gibbs says. Ninkasi sponsors countless members of the community, anyone from surfers, to women’s rugby, to local bands, will often be seen with a Ninkasi logo at their event. Their core value of perpetuating better living is at the heart of everything they do.
“We try to support everything. Insert your passion here, and we will sponsor it,” James Book, marketing director of Ninkasi, says. Along with the countless sponsorships, the Ninkasi logo can be seen all around Eugene. From hats, to hoodies, Ninkasi has swag for every beer enthusiast. Their popularity stems from a loyal following, and a truly great product that gets everyone talking. “We just keep doing what we’re doing,” Gibbs says.
Mojo Zone Each of these brands has their unique profiles, yet there are similarities that run across all three brands. This area is known as the “Mojo Zone.� There are a few specific things that these brands have all done well that make them successful. - Personalized the customer service - Use of local ingredients and original recipes - Invested interest in supporting the local community - Unconventional advertising methods: Facebook, stickers, etc. - Being passionate about your product
Ninkasi Sells products in larger stores
Free drinks for a bad day
Sponsors local bands and sports
Local, Organic, gourmet ingredients
Dutch Bros. Quick, Drive-up service
Off The Waffle Barter System for Advertising
Mojo is not stagnant. As Dutch Bros, Off the Waffle, and Ninkasi Brewing continue to evolve, there is an ebb and flow between the values they hold true to their company creeds, and the values of communities around them. Through this osmosis of ideas, mojo is purified and distilled to a science that fuels their combined successes. It is each brand’s unique ability to create a product – warm caramelized waffles; fresh roasted coffee; and carefully crafted amber microbrews – that satisfy a community’s appetite. Through the creation of their products, each brand stays true to its core values. Whether it is brilliant customer service, or the sustainable, local ingredients, they truly practice what they believe. Brands often tell customers what “values” their companies were built on, but once the smoke has cleared from the bombardment of advertising, customers are left to sift through the product looking for the elusive evidence of these claims. These Oregon brands deliver evidence of loyalty to community values with such earnestness that the excessive advertising seen in everyday life is rendered obsolete. This is the mojo, the “je ne sais quoi” that produces strong brand loyalty. As long as brands follow this structure to create their own mojo, by showing not telling, and creating a product the community resonates to, there is no limit or boundaries to hold the mojo.
Here’s what they did. It’s possible to make it big. You just need the right mojo.