This is a slide deck that Laura Jones and her team ran as a video (with a CD in a boombox for soundtrack) in Jennifer Aaker's 2008 Building Innovative Brands class.

4. Meet Jen

5. User: Jen Musty Occupation: Pastry Chef Title: Head baker Company: Batter Bakery

6. User: Jen Musty Jen’s Natural Environment: Batter Bakery kitchen

8. The

9. Object

10. of

11. Jen’s

12. Obses-

13. ession

14. Double Chocolate Chip Cookies

15. Double Chocolate Chip Cookies

16. And everything else chocolate.

17. And everything else chocolate.

19. No one buys, bakes,and eats more chocolate than Jen. Seriously.

21. This is what Jen says when buying chocolate

22. “Quality ingredients are key. I would try any of the higher-end chocolates.” Jen’s favorite artisanal flavor: Cacao Barry Jen inherently trusts only “artisanals” as they are created by expert chocolatiers

23. This is what Jen thinks when buying chocolate

24. Jen’s Chocolate Brand Caste System Cacao Barry Artisanals to die for Valrhona Michel Cluizel Scharffen Berger Mass ‘high end’brands Guittard Ghirardelli Yet more mass brands Hershey’s Nestlé Mars Cadbury

25. This is what we see in Jen’s kitchen

26. Mrs. Richardson’s: a cheap, mass brand of caramel … but, Jen uses it because her mom used it when Jen was growing up. (Jen doesn’t seem to be opposed to mass as long as it’s tasty and trusted)

27. What Jen really seems to want is taste, texture, and …

28. … a truly knowledgeable supplier

29. If only Jen could get beyond labels

30. labels

31. labels.

33. Meet Gary

34. Name: Gary Guittard Occupation: ChocolatierTitle: CEO Company: Guittard Chocolate

35. Name: Gary Guittard Gary’s Natural Location: The Guittard Chocolatier Office

37. The

38. Object

39. of

40. Gary’s

41. Obses-

42. ession

43. Criollo

44. Criollo.

45. a mythical breed of white-colored chocolate, exceedingly rare with a delicate flavor between milk and dark Criollo (krE-O-yO): (rare like a unicorn)

46. And everything else chocolate.

47. And everything else chocolate.

49. A San Francisco phonebook from 1879 Guittard – Sansome Street 1879. Like we said, this is a long-term chocolate relationship

50. No one knows more about chocolate than Gary. Seriously.

51. And yet, when Gary talks to choco-hip bakers like Jen, he feels like that kid at the middle school dance.

52. You know, that kid.

53. He may not technically be “artisanal” but he’snot exactly Hershey’s … (does this sign seem cold, corporate, conglomerate?)

54. If only he could escapebeing labeled

55. labeled

56. labeled.

58. Two people

59. united in a common passion . . .

60. Sweet Hot Hazelnut French Drinking White Chocolate Milk D ouble r k riollo Belgian Baking Unsweetened Mint Sweet Dark Bittersweet

61. And yet Jen can’t see it

63. What Gary needs is a way to share his deep knowledge with his consumers.

65. (Momentary pause, while we consider)

67. What if

68. What if

69. What if

70. What if

71. What if Jen knew more about Gary’s expertise

72. What if Gary was able to communicate with Jen

73. What if we brought Jen and Gary together

74. What if we brought Jen and Gary together

75. together

76. together

78. Picture it happening

79. (honestly, picture it)

80. Gary Jen and her chef friends and

81. Picture a world where Gary reaches out to Jen Jen: “Wow, this guy knows his stuff” Gary: “Come talk with me online (not in a sketchy way)”

82. Picture a world where Jen can tell Gary how she feels Jen: “Can you get rid of that hideous green mint chocolate?” Gary: “I’m burning it as we speak.” hello. Jen: “You had me at hello.” criollo

84. This new world could look like this

85. chocolate love blog bakers unite! got feedback? (click here) hosted by Guittard, open to all who bake. please be candid (we won’t take offense) chef2chef: Chocolate. Discuss. post PastryGrrl: Guittard is the only brand that has them. Love those chips! Using them in my brownies to cut the sweetness WHAT’S NEWS? Where’s Gary? VENEZULA (5/26) Most of the world's cacao is still grown on small farms. The past few weeks, I have had the chance to speak with families depend on cacoa for economic livelihood. On this trip, I was visiting a community that is replanting the rare criollo varietal. Processing for this bean is similar but not identical to the more robust and common beans. The Criollo is harvested, fermented and dried, farmers have as many as 2-3 to get their dried cacao beans to market, via donkey for instance….(more) JJ: Looking for a good unsweetened chip? Any recs? Rebecca S: I have been hearing a lot about Criollo, has anyone tried using it in powered form? Let me know… Pastry chef Zac Young of Butter has teamed up with designer Nicole Romano to showcase what they consider their masterpiece: "Bakewear," a tempting — and totally edible — dress. The fashion statement will make its debut at the 10th Anniversary Chocolate Show tonight, more DISTRIBUTION PRODUCT SCHOLARSHIPS LOCAL EVENTS WHO’S USING PARIS (4/11) My family first started making chocolate in France over 150 years ago. This month, I went back to talk to some of my favorite chefs: Peirre Hermes and the folks at Laudree. I can never get enough macaroons when in Paris. Stateside it’s hard to find anything comparable…(more) recipe box Bouchon Bakery’s dark chocolate tarte Citizen Cake’s double chocolate cupcakes Jen Musty’s espresso chip cookies (enter)

86. and it’s not just online…. ‘Join the Guittard family’ culinary scholarships New chef-focused events and workshops SCHOLARSHIPS LOCAL EVENTS LOCAL EVENTS SCHOLARSHIPS Gary: “Remember Guittard when you make it as a chef” Gary: “Let’s talk and make choco-love”

90. Suddenly

91. Suddenly

92. Suddenly we have

94. Gary as a chocolate lover

95. Gary as the unpretentious expert

96. Gary as the face of Guittard

97. And

98. connected community of chocolate lovers A

99. passionate community of chocolate lovers A

100. lively community of chocolate lovers A

101. And

102. differentiated A brand spirited valuable

103. Guittard Come share your choco-love (and meet Gary)

104. Now experience the chocolate yourself!