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Serial cereal branding

Written by: Steve Cranford

Article Overview: They’re Grrreat! What is claimed as the first all cereal café recently opened in the United States. Cereality demonstrates effective emotional branding, and how brand strategy is so much more than developing a new tagline or slogan.

Serial cereal branding

They’re Grrreat! What is claimed as the first all cereal café recently opened in the United States. Cereality demonstrates effective emotional branding, and how brand strategy is so much more than developing a new tagline or slogan.
USA Today milks the story:
Cereality Cereal Bar and Cafe [is] the first “cafe-style” cereal store in the USA, which could be the start of the next big thing. The cafe opened [on the University of Pennsylvania campus] last week, offering more than 30 kinds of cereals, more than 30 toppings and myriad juices, coffees and milks — yes, soy, too….
“It’s a return-to-your-childhood thing,” says Melody Joy Kramer, a junior from Cherry Hill, N.J….”We have a lot of stress here, and all this is kind of homey, cozy.”
“All this” is a 1,500-square-foot cafe with a breakfast bar, sofas and a farmhouse table that can seat a dozen or so….
David Roth…founded Cereality a year and a half ago when he opened a cereal kiosk in the student union at Arizona State University….
“Cereality is all about emotion,” Roth says. “Cereal is something we trust and rely on. It’s very reassuring. And when you add fun to that, you have the ultimate cereal experience.”
David Liu, a Penn sophomore from Dallas, calls it “funky…hip.” Someone else threw out the term “childhood zeitgeist”….
Most people say the idea of a cereal cafe is so simple they can’t believe they didn’t think of it themselves….
As with most retail operations, whether Cereality becomes a financial success will depend in large part upon the operational expertise of their management team and their ability to grab market share. But this team has a huge leg up on most all retail startups: a highly effective brand strategy as demonstrated every day within the four walls of their first cafe. This brand strategy creates an entirely new consumer category, one Cereality for now has the opportunity to own.
The Cereality concept plays with human emotion in a way that suggests success, by tapping into mental imprints humans develop at a very early age. It is these subconscious imprints, or mental codes, each communicating relevance, assurance, childhood joy, trust and a sensory expectation, that Cereality uses to build its brand.
The in-store experience itself is the brand, more so than the brand name or any tagline. As competition enters their new category, Cereality will likely need to revisit key consumer touchpoints. But for now, they are off to a promising start.
Pass the milk please.

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