the story of brand

THE STORY OF BRAND

The Story of Jean-Pierre

The most famous French baker

Hello. My name is Jean-Pierre and I might be the most famous baker. More than 200 shops all over Europe carry my name and offer people the exceptional experience associated with purchase and consumption of baked goods.

STORYTELLING

My father was owner of a small Parisian restaurant. As a boy, I spent every holiday with my grandparents in a little village next to Montpellier. My grandpa was a renowned baker.

The smell wafting from his little shop was literally enchanting and people would flock from afar to smell it. Never have I tasted such a crunchy baked goodies in Paris as I have my grandpa’s shop.

UNIQUE VALUE PROPOSITION

Grandpa used to talk and dedicate himself to everybody as if he was an old family friend and he also used to give little something to kids.

BRAND TOUCHPOINT(S)

I soon came to realize that it wasn’t by far just the baked goods he was selling, but first of all the experience associated with the purchase – the time spent in the little bakery that was making lives of other people more pleasant.

BRAND EXPERIENCE

I used to spend whole days with my grandpa – helping him, learning and gathering precious pieces of advice.

One day, when I grew a little wiser, my granda revealed to me a family secret – discovery of his father, my great-grandfather, consisting of original dough ingredient which made the bread exceptionally crunchy even several hours after it was baked.

INNOVATION

After I finished my studies and my father decided to retire, the decision was made.

BUSINESS MODEL REDESIGN

I converted father’s restaurant to bakery with a stone oven and decided to conquer Paris with the crunchiest baked goods.

A DREAM (VISION)

I baked some breads and baguettes, imprinted my name into the dough of every one of them and went on to visit the friends as well as complete strangers, letting them taste the baked goodness.

PACKAGING

In my little notebook, I scribbled all the comments and observations for improvement. Everybody was enthusiastic about how crunchy my breads are.

MARKET RESEARCH

Initially it seemed that the leisurely atmosphere for which people from afar flocked to grandpa’s bakery won’t find much of an understanding in Paris.

Plenty of people acted as if my talking and personal approach bothered them.

After couple of weeks, however, I noticed that the same people started to appear in my little bakery more and more often and my way of selling has become a pleasant experience for them. I have thus found customers who believed in the same things I believed – and that was crucial.

CUSTOMER SEGMENT(S)

Soon, my business started to flourish, I opened other shops, bakery on the outskirts of the city.

Jean-Pierre baked goods were being bought even by the most famous Parisian hotels and restaurants.

BRAND AWARENESS

My grandpa remained my role-model and mentor until his death.

Every single one of my managers or shop supervisors had to undergo apprenticeship under him, to make them perfectly understand why and how Jean-Pierres bake.

BRAND DNA

Today, Jean-Pierre is a big company and it seems it’s also a charismatic brand running one of the biggest franchises in Europe.

CHARISMATIC BRAND

And what do I do these days, you might ask?If I don’t happen to be on the roads, I spend my time in the village, in my grandpa’s house.

...THE STORY OF BRAND

And what about you?

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