In this episode of Full Fat Marketing, Leonora breaks down how Nespresso went from revolutionary to ordinary to desirable again by shifting the meaning around the product rather than changing the product itself.

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And if you’re building a food, drink or hospitality brand and want help applying these strategies to your business, feel free to reach out at [email protected]

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Disclaimer: Insights shared are based on Leonora’s experience with food and hospitality brands and are for educational purposes only. Results may vary.