Twenty years ago, Nestlé, the company behind Nescafé, introduced the Nespresso brand. A clear and bold departure from the world of instant coffee, Nespresso has positioned itself as the provider of the luxurious coffee experience. Consumer brands, today, have a choice of environments where they must deliver the good: in the home, in the store and on the web. Does Nespresso meet the challenge of the multi-channel world? Here’s one coffee addict’s perspective.
Comments
Every day, each of us has experiences that shape our impressions of brands… and the best are investing more and more to make sure that experience is a great one. This was the focus of the Conference Board’s Customer Experience Leadership event in New York on March 21 and 22. With over 125 attendees and speakers ranging from American Express to Mercedes Benz and Ritz Carlton, the conference offered up lots of great ideas.
Comments
The Digital Strategy Innovation Summit held this past Thursday and Friday had stories from companies like ESPN, Hasbro, Sephora, and Bloomberg and how they are excelling in today‘s digital world by constantly investing and innovating. Overall, the trends are clear: if you don‘t have a mobile or social media strategy, you‘re late to the party and leaving potential revenue on the table.
Comments
Facebook just announced a redesign of their site. As the changes roll out we can be guaranteed many things—endless news articles about the change, online protests to ‘stop changing Facebook’, some people leaving Facebook in anger, and of course emails from experts telling us they can help us 'leverage the new Facebook'. Early reviews find the site more engaging. Why? They took a mobile first approach to the design, that's why.
Comments
In the last half-decade or so, the phrase “corporate citizenship” has found its way into the management lexicon. Management theorists and brand pundits alike have embraced the notion that every corporation needs to define its societal purpose. Entire corporate citizenship departments are being formed, many charged with the responsibility of managing and reporting on the firm’s environmental, social and governance commitments.
Comments
Having grown up during the Cold War, culture in the Workers’ Paradise has always held a kind of grim fascination for me. So much of it is like a frozen-in-time snapshot of America in the 1950s. Back then it seemed clunky, quaint and perhaps a bit creepy. Now it seems weirdly retro-cool, almost like its own brand.
Comments