A visitor at my office bumped into me in the break room. She wanted to make coffee but didn’t know how to work the espresso machine. To be honest, it looks like a machine from space—so many nozzles, buttons, and levers that it can get pretty confusing even for an espresso machine connoisseur. So I lead our office visitor to the cabinet of espresso capsules. She looks at the boxes upon boxes of colorful capsules and then at the machine, putting the two together, and then exclaims, “George Clooney coffee!” She shouted that out to me with so much enthusiasm and pleasure that I was sure that George Clooney himself had magically appeared in the break room. I looked behind my shoulder for good measure.
If you have kept up with advertisements for espresso, you’d know that George Clooney is one of the many celebrity faces of Nespresso. My office visitor’s excitement and delight over “George Clooney coffee” is a testament to how important marketing and branding is to successfully selling products and services today. Sure you need to have a good value proposition, but without having the right marketing and branding initiatives you probably won’t get the attention of consumers who are already inundated with information and marketing from their phones, tablets, and computers, as well as print and digital media elsewhere. So the takeaway here? Nespresso is getting what they paid for. George Clooney is certainly making a positive impact on their products (at least for female consumers), and hey, he’s not so bad to look at either.