"So imagine, well illy
are doing a lot of this. Now, illy
used to be a coffee brand, it’s no longer a coffee brand, it’s no longer about silver tins of coffee. illy
is about a brand which absolutely engages customers with, yes, the cultural coffee, yes, coffee’s placed in society, yes, art and crockery and books on art, so illy
has become a culture brand, yeah, culture of coffee, but culture in the big scheme of things. And it has connected with a whole group of customers that are part of that brand, are part of their social network and it gives those customers, through constant connectedness, through digital, lots and lots of value about art, about coffee, yes, they can go and buy coffee as well, but it’s part of a bigger, bigger picture. And when you get to an illy
shop, it’s not a coffee shop, it’s where this art and culture and sociability and debate and the whole idea of the old coffeehouses comes to life. But that won’t be a coffee shop and it isn’t, you know, at the moment it’s a container that opens up, arrives and closes down. And more and more brands will do this, Marmite are doing it, Heinz are doing it."