RE: Where’s my Nespresso Sugar? 50 Shades of Sugar, please.

IMG_20151219_164357It’s that time of the year again. You’re hunting for christmas presents. You find yourself caught in both physical shopping spaces as well as on e-commerce websites. This year’s annual Christmas routine brought me into the Nespresso store. Accidentally something positioned as “Nespresso compatible sugar” caught my eye. It was an instant flashback to thoughts I had four years ago, in a blog post called “where’s my Nespresso sugar?”  I believe it’s very cool to see Nespresso introduce this sugar (regardless of the fact that this is pure marketing trickery). However, I feel like they left loads of opportunities behind them when implementing.

What’s next for “Nespresso Sugar”? 

I think what we might see next is a complete range of sugars. That’s fully in line with the coffee range. And it also makes sense. There are many sugars in the world. And many tastes in the world. In this respect, Nespresso could easily market different kind of “sugars”. While doing so, they could have a look at the sugar packaging. Clearly, today’s packaging is not branded as the coffee is. It doesn’t breathe emotion. Redesign of the sugar package is highly recommended. Not only in terms of branding and identity, also with regards to “usability”.

Furthermore, why not push it a little further and conceive “coffee+sugar combos”?


50 Shades of Sugar. What else? 

So to introduce their sugar product line, Nespresso could launch a very cool campaign from the concept “50 shades of sugar.”

Think about the power of this concept for both traditional advertising and so-called new inbound marketing communication.

Is sugar truly a money-maker? What about milk: 50 shades of white? 

I noticed Nespresso is recently starting to push their “coffee + milk” machines. Would it be a good idea to have a “50 shades of white” milk line? What can be said about coffee and sugar, holds also true for milk.


Looking forward to some creative communications about milk and sugar, Nespresso!




Google: a new phase in brand management techniques?

Google is without a doubt one of today’s global brands. What’s remarkable, it gained that position without deploying branding techniques previously known as effective. If one compares the manner by which the Google brand grew to the strategy used by brand institutes like P&G or Unilever, one might believe a new phase arrived.

1. Google & adverts

Marketing used to follow this logic: manufacture with the lowest cost and spend money on adverts. This will do the trick. Google (almost) used no adverts (as far as we know). They relied on “viral” and pr to build the brand. Funny aspect: ads are Google’s main source of revenue.

Google logo - bert&ernie style

Google logo - bert&ernie style

2. Branding: corporate design, corporate identity

It used to be important to have a consistent display of the corporate design / identity. To simplify: the logo has to look always and everywhere the same. Google plays with its logo – expressing change and hence its identity (?). Equally striking are the options to customize your homepage (e.g. by modifying the background). What’s more the corporation itself encourages users to personalize their homepage: have a look at the movie below.

3. Product extensions and sub-branding

Strategy deployed by the big brand institutes was in fact one of “sub-branding”. Every product was conceived as a separate brand. An element that could explain the power of the brand Google is the fact that nothing is in fact sub-branded. Google is actively creating product extensions that all become an part of the brand google (e.g.: Google Mail to Google Maps) to ensure that it can grow beyond search. Other corporations such as Unilever choose to build a brand for each product, ending up with a big portfolio of different brand names.

Unilever branding techniques: sub-branding

Unilever branding techniques: sub-branding

Does this introduce a new stage in brand building?

Does this make the profession of brand management totally different?

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