How Nespresso Proved Every “Rebrand for Gen Z” Consultant Wrong — Without Abandoning What Made It Great
Most brands facing demographic pressure do one of two things: they abandon their existing identity in a frantic chase for younger audiences, or they hold the line and slowly become irrelevant. Nespresso did neither. In 2025, they ran two campaigns that look nothing alike — one starring George Clooney as a cinematic detective on a […]