As the fourth largest coffee chain, Caribou Coffee bases its marketing on being a middle-of-the-road, medium-roast coffee, according to Advertising Age. The chain focuses on its atmosphere, service and quality. It also spends little on measured media, choosing to reach customers digitally through social media. It engages customers in conversation, which the company used to help launch its redesign and rebranding efforts in 2010. For the full story click here.