Home Archives June 2007 Juan Valdez calls on Portland firm for a makeover

Juan Valdez calls on Portland firm for a makeover

| Print |  Email
Friday, June 01, 2007

PORTLAND — A year ago, Carlos Castaneda, a “cafetero,” or coffee farmer, stepped forward to be an up-dated version of the National Federation of Coffee Growers of Colombia’s Juan Valdez.

Castaneda will take over the role from an aging New York actor who has played the part since the growers first came up with the concept in 1959. Why the change? A week at “character camp” with a Portland-based company convinced executives that Juan needed a bracing shot of reality.

Character, a firm established in 2002 by Will Vinton Studios alum David Altschul, develops story frameworks for brands.

Altschul, who has also worked with Cheerios, Chick-fil-A and Wal-Mart, says the idea of treating a brand like a character is catching on.

“There’s something special about appearing in front of large global mar-keters as a small Oregon business,” says Altschul. And, as Portlanders, you  can bet they know their coffee.

 

More Articles

College Hacker

September 2014
Wednesday, August 27, 2014
BY KLINT FINLEY

Treehouse CEO Ryan Carson builds a 21st-century trade school.


Read more...

A Taste of Heaven

September 2014
Tuesday, August 26, 2014
BY VIVIAN MCINERNY

Craft beer comes to Mount Angel.


Read more...

Portland rises

News
Monday, August 18, 2014

IMG 2551Portland is in the middle of another construction boom, with residential and office projects springing up downtown, in the Pearl and Old Town. OB Web Editor Jessica Ridgway documents the new wave.


Read more...

Report Card

September 2014
Tuesday, August 26, 2014

Strong public schools shore up the economy, survey respondents say. But local schools demonstrate lackluster performance.


Read more...

Podcast: Interview with Steve Balzac

Contributed Blogs
Tuesday, August 19, 2014

082014BalzacBY TOM COX | OB BLOGGER

Tom Cox interviews Steve Balzac, author of "Organizational Psychology for Managers."


Read more...

A Good Leap Forward

September 2014
Wednesday, August 27, 2014
BY AMY MILSHTEIN

Agriculture businesses ramp up to meet international demand as workforce and succession challenges loom.


Read more...

Powerlist: Colleges and Universities

September 2014
Wednesday, August 27, 2014
BY KIM MOORE

A conversation about higher education with the presidents of the University of Oregon and Clackamas Community College, followed by September's powerlist.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS