Whenever
you are making a choice to buy a product or a service, there are two
types of reasons to buy (or engage a service): logical and emotional.
Emotional reasons sell you; Logical reasons justify your choice. Here
are the reasons that led us to buy the Nespresso Virtuoline:
Every aspect of packaging is exquisitely designed
Nespresso,
has rekindled our love for that single special cup of coffee (or latte,
or cappuccino) in the morning with a freshly baked croissant, and the
single espresso (with a tidbit of dark chocolate, of course) after
dinner upon occasion, a lifestyle element that we so much enjoy when we
travel in Europe.
Capsules
contain the top 1% of coffee grown in the world. Nespresso refers to
them as Grand Cru (associating with the wine term meaning first crush)
The
enormous amount of crema at the top of the coffee not just the espresso
is visually appealing; the texture enhances the taste of the coffee.
Brilliant
engineering: The capsule spins; it uses centrifugal force to make sure
the hot water hits every ground. They call this their “centrifusionTM”
technology. That is the secret behind the abundance of crema.
The Virtuoline model is two machines in one (coffee and espresso). It takes up less counter space.
Easy to
clean). Before Nespresso, we considered having two machines (a coffee
maker and an espresso machine) a hassle. We stopped making espressos and
cappuccinos at home because the cleanup involved was not worth it.
Easy to use with easy to read well-illustrated directions.
No more coffee filters to buy, and no need to measure coffee
Customer
Service: We joined the Nespresso Club, which makes re-ordering capsules
a breeze. They handle technical service and repair directly
Environmental
Consciousness: Used capsules are ejected in the special container part
of the machine. UPS prepaid envelopes are supplied to send all the
used capsules back to the firm for recycling and reuse in manufacturing
the machines and new capsules.
The
Nespresso brand changed our coffee drinking routine completely. We no
longer drink American style coffee and we actually drink less coffee.
We now enjoy the ritual of making coffee itself and take more time to
savor each cup. It is a welcome lifestyle change.
Stay
tuned for the final article in this series as we cover the brilliant
brand strategy behind this outstanding luxury lifestyle 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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