How Illy Caffè Grew 4x by Owning Its Premium Position скачать в хорошем качестве

How Illy Caffè Grew 4x by Owning Its Premium Position

Illy Caffè is one of Italy’s most iconic coffee brands. Under the leadership of Cristian Arcangeli, VP of Marketing, Commercial Strategy and Digital, the company achieved fourfold growth in the U.S. by staying true to its premium identity and clear brand positioning. In this conversation, Cristian shares how Illy: ☕ Transformed from a niche European brand into a beloved premium choice in America 💡 Built awareness through storytelling and consistent messaging 📺 Partnered with Amazon to use Prime Video as a brand platform, not just a sales channel 🎯 Balanced curiosity and discipline to lead sustainable growth Discover how Illy Caffè’s strategy proves that clarity and consistency in brand positioning can unlock real business growth. 🎙️ Hosted by Paula Macaggi, Founder of OFFBounds: The #1 Podcast for Retail and Brand Executives. 00:00 Introduction to Illy Cafe and Its Growth Journey 02:43 Challenges in the US Market and Brand Awareness 06:00 Identifying and Engaging Premium Consumers 08:53 Innovative Strategies with Amazon 11:55 The Importance of Testing and Discipline 14:55 Omnichannel Strategy and Consumer Understanding 17:53 Lessons Learned from the Growth Journey 20:42 The Italian Coffee Lifestyle and Brand Vision 23:53 Future Directions and Embracing Technology #IllyCaffe #RetailInnovation #BrandStrategy #Marketing #Leadership #OFFBounds #CoffeeCulture #DigitalTransformation