If you thought there wasn’t any more room in the coffee industry for another innovation, think again. Meet Viora. Viora was developed when the founders expressed their personal dissatisfaction with the current coffee to-go experience and decided to do something about it. What was missing? The convenience of coffee on-the-run in a portable cup was lacking the tangible and sensuous experience of sipping from a ceramic mug.  So they decided to solve this problem. The result? A TWIST on the blah, sensory-deprived, to-go paper cup lid to make it more like of an indulgent, sensuous experience like the Red Door Spa by Elizabeth Arden.  According to the product’s website: “the Viora Lid drinks like a cup, unlocks flavor, and eliminates annoying splashes”.

Personal dissatisfaction breeds innovation. Notice your own frustrations and inspirations, and think, “How could I incorporate these lessons into my brand’s experience?” And remember – there’s always room for a better, brighter and more efficient – everything.

Brand School, our highly effective, premier branding program, will provide you the tools to create fresh ideas and help you see ways your brand may be able to address an unmet need to make it easier for consumers to say “yes” to giving you a try.  See if your business qualifies for our next semester HERE.

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“I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.” – Mike Sass, Entrepreneur

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


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