103 Creating a Customer Journey with Mike Lackman, CEO of Trade Coffee
Well Made
00:00
Embrace Your Wrinkles
The ability to put thousands of shippers in a small number of shoe boxes because it was not a padded mailer was really important. The hardest thing we had to get over and that we worked from a branding perspective to do was this notion of saying on our beta collateral that we embrace our wrinkles. Yeah. Your bag might be more wrinkled. The coffee will be fine. Like if the coffee's wet or slightly that's not okay. We think that trade offs okay.
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