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The Benefits of Branding

Posted in: Truckstop Business, Marketing & Retail

“Let’s grab a coke and fries.” “I’ll just make a xerox of this original for you.” “I need a tissue for my runny nose!” “Why don’t you just google it?”  These top brands are so powerful that the brands themselves have become generic household terms.

Branding has long been proven to provide a number of critical benefits for small to large businesses alike:

  • Recognition: a brand is a “convenient container” and has its own personality – familiar, memorable, comfortable and most importantly in driving purchases, top of mind

  • Loyalty: a brand anchors loyalty, and people with a positive brand association are more likely to buy again, more likely to buy related products, and even more likely to make a referral

  • Premium Pricing: a brand lifts the overall product image, adding intangible value, including the perception of higher quality

  • Savings: once established, a brand will actually save money in promotions as the brand itself carries the weight of the message

Now, NATSO members can profit from these benefits with a custom-branded coffee program provided by our company. This custom program would be made available exclusively to NATSO members and supported by a variety of promotional materials such as outdoor signs, pump toppers, window signs, point-of-sale signs and more. Best of all, as a cooperative program, members would benefit from reduced costs of materials! S&D is proud to showcase three potential NATSO coffee brands and we need your feedback. Simply click the following link to rate the brands in a 2-minute survey: We appreciate your assistance!

/// S&D Coffee & Tea, in continuous operation since 1927, serves over 90,000 customers through national distribution and direct store delivery. S&D has been distinguished for supplier excellence by many of the largest retailers and consumers of coffee and iced tea, including McDonald’s and the U.S. Military. In 2009, S&D added a state-of-the-art Liquid Extracts Division, which extracts the flavors of coffee, tea and botanicals for use in iced coffee, shakes, ice cream and frozen desserts, energy drinks and other packaged and dispensed products. Operators can learn more about the innovative beverage solutions that S&D Coffee & Tea offers by visiting the company website at or by contacting Jim Edmonson at

The opinions and advice given by guest post contributors are not necessarily those of NATSO Inc. The posts should not be considered legal advice. Qualified professionals should be sought regarding advice and questions specific to your circumstances.

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About the Author

John Buckner

John Buckner

John Buckner joined S&D Coffee & Tea in 2009, after a 20-year career in sales and marketing for several Fortune 500 companies. He has a track record of generating profitable growth by building brands, successfully launching new products and gaining distribution.

His team is responsible for beverage strategies, new product development, customer-centered marketing, market research, merchandising, trade shows, media planning and advertising.

Buckner holds a master’s degree from the University of Virginia, and an executive MBA from Queens University’s McColl School of Business in Charlotte, N.C.