Amy and Hilary work session with Seattle coffee guru Deming Maclise. How can Caffe Vita evolve... without alienating the OG’s? Seattle’s favorite restaurateur phones in from the road where he’s shuttling between his 8 successful restaurants and handful of independent coffee shops. Caffe Vita (his secret favorite child) has gone through an ownership transition – and not everyone was in the mood for change. This is a great example of a business with a strong brand DNA (and loyal following), who could be leveraging it in an even more strategic way. Local hero (and Soundgarten’s favorite barista in the 90’s), Deming embodies the wisdom of a humble – but highly strategic – leader. On this show: Brand DNA, brand essence, positioning, culture as brand, ownership transition.