A
well-built brand consistently reflects what the brand stands for and the
brand’s extraordinary promise of value. Nespresso has it all. And that
is why we have identified Nespresso one of the 2014 LOL Brands of the
year!
Nespresso
knows its target market well: coffee aficionados, devotees,
enthusiasts, fans, admirers and buffs. It appreciates their need for
instant gratification, small indulgences and a hassle-free luxury
lifestyle. This is exemplified in features such as a pre-heating time of
just 15-20 seconds and Automatic Blend Recognition technology (bar
codes on each capsule tell the machine which settings to use without
user guesswork).
From
superior product design, functionality, packaging and brand design, to a
superior user experience, to simply superior coffee taste, Nespresso is
a brand you want to join and rave about to your friends.
Shortly
after we purchased our Virtuoline and experienced the difference first
hand, we returned to the Nespresso store in Beverly Hills that finally
opened. We were greeted at the front door by the equivalent of a Maitre
D’ who asked if we wanted to be seated in the coffeehouse section of the
store or were interested in exploring the product section.The entire
staff was in uniforms reminiscent of an upscale European boutique.
Visually
the store’s architectural design is stunning and welcoming. It has a
skylight above a wonderful cactus garden in the center and its
storefront windows are totally open to the outdoor seating area. The
service is superb in both sections! We were offered free espressos and a
dark chocolate raspberry square in the product area. The place was
packed with existing and potential customers when we were there.
Nespresso
is fluent in the language of luxury in every single facet of its brand.
We applaud this company especially for being consistent from every
perspective.
As a
luxury real estate marketing professional, let Nespresso be a touchstone
that represents what it takes to have brand consistency. What are some
ways in which you can express your own extraordinary promise of value
consistently throughout the components of your personal brand?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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