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

OB Video: Building trade ties with the EU

News
Monday, June 16, 2014
BritEmbCampionBY KIM MOORE | OB RESEARCH EDITOR

The Oregon economy could get a boost from a new trade agreement being negotiated between the U.S. and the European Union.


Read more...

Beyond cheese

June 2014
Thursday, May 29, 2014
BY SOPHIA BENNETT

Tillamook expands its tourism niche.


Read more...

Trends in business succession

News
Thursday, July 03, 2014
TrendsBY TED AUSTIN & MIKE BAELE | GUEST CONTRIBUTORS

The Office of Economic Analysis announced that Oregon is currently enjoying the strongest job growth since 2006. While this resurgence has been welcome, the lingering effects of the 2008 “Great Recession” continues to affect Oregon businesses, especially with regard to estate planning and business succession.


Read more...

EPA Standards: A breath of fresh air for the region

News
Thursday, June 12, 2014
EPABY ANDREA DURBIN | OB GUEST BLOGGER

Last week, the Obama administration took an important and welcomed step in the effort to protect the health and well-being of all Oregonians by limiting carbon pollution from existing power plants.


Read more...

Charged ride

June 2014
Thursday, May 29, 2014
0614launchBY JESSICA RIDGWAY

Brad Baker, CEO and co-founder of Works Electric, is a good husband. His wife, an OHSU employee, sought a more efficient way to commute up Marquam “Pill” Hill, so she asked Baker to build a transportation solution.


Read more...

Liquid gold

June 2014
Thursday, May 29, 2014
BY JENNIFER MARGULIS

Don Gentry navigates Klamath Basin water rights.


Read more...

100 Best Green Companies Keynote Speech

News
Friday, May 30, 2014

green2014-069Watch the 2014 100 Best Green Companies keynote speech by Eric Friedenwald-Fishman.


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