My Coffee Shop Is Better Than Your Coffee Shop

Once upon a time there was a coffee shop.

And then another, and then another, and then another.

Each one had a different name.

Each one thought they were worthy of the customer's time and money.

But they all sold essentially the same thing.

To understand the logic of opening three coffee shops on one city block, you must understand the mindset of branding.

Branding is about establishing a competitive advantage in the mind (video).

It's not about adding up the parts.

It's about starting with a singularity, and decomposing it later on.

Copyright 2017 by Dannielle Blumenthal, Ph.D. All opinions are Dr. Blumenthal's own. All rights reserved. Photos by Dr. Blumenthal.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.