It is 2044. You have built a sterling reputation as an international marketer of some renown. Nestle, the world's largest food and coffee purveyor have asked you to consult on their marketing of a new upscale coffee brand in the united states. The brand amazingly is an instant coffee but wins kudos from even strident coffee snobs as being delicious. In fact, some 15% of Starbucks in Central Europe  have closed their doors since this exciting brand has been introduced. Before your first meeting at headquarters in Vevey, the Swiss have asked you to provide a checklist of considerations to consider when marketing this breakthrough brand in the United States. 

What will they have to do differently than they did in their home turf?