Ever since discovering the ‘Lovemarks’ concept from Kevin Roberts (CEO of Saatchi and Saatchi) ie a brand that generates loyalty beyond reason, http://www.lovemarks.com/. I have been weighing up potential candidates of brands that I am unreasonably loyal to, and so the inaugural Global Marketeer nomination goes to NESPRESSO.
The Pro’s: (captivating brand experience)
Nespresso has won my heart because it gives me a delightfully captivating experience each and every time I need it. I’m fanatical enough to visit a store everywhere I travel, and so be it Barcelona, Stockholm, Geneva, Frankfurt or New York, I’m left in awe at how they excel at deliveing a perfect brand representation of style, indulgence, and premiumness in each location. Add to this incredible on line work, eg this new Swiss website gives me access to their ‘experts’, providing yet another level of fascination to what Nespresso means to me.
The Con’s: (waiting for new product launches)
The low point is that new products are launched later in the US vs Europe - I’ve had to wait to get my hands on a new Citiz Machine. Although they’ve been missing out on my coffee capsule sales for the last 3 months, I don’t think they’re hurting right now - despite the current economic crisis sales are up : +20% . These girls and guys are damn good at marketing.