Every business is in the storytelling business.
What do you think of when you see this image? Naturally, it’s an ad for Lavazza coffee. But it may bring to mind the taste of a great cup of coffee; the sounds of an Italian city; the aroma of freshly ground coffee beans.
Even if you’re not a Lavazza coffee drinker, you can appreciate the sensory experience, the memories, and the emotions they’re setting out to evoke.
A whole story, in a single image.
Lavazza is in the storytelling business. But then, aren’t we all? Your story (as a business, as a creator, as a founder, as a brand) is what connects you and your creation with me and the rest of the world.
Do you know how Lavazza started? I didn’t, until I interviewed Giuseppe Lavazza, current chairman of the Lavazza Group.
It all began in 1895, when Luigi Lavazza purchased a grocery store in the heart of Turin. In those days, grocers did more than sell finished goods; they often produced or processed a range of products such as oil, spices, spirits, and coffee. Gradually, Luigi built a reputation for his coffee, choosing the best beans and roasting them with great skill.
The first hint of the potential for a larger-scale operation came when Luigi began blending different varieties of coffee from different geographical regions, something no one had done before.
Soon, the firm expanded to include wholesale operations, and Luigi’s three sons—Mario, Pericle, and Giuseppe (known as Beppe)—joined the business. The decision was made to narrow the store’s product range to coffee—a critical step in a commercial strategy that earned the Lavazza name recognition on a regional level. Prepackaged coffee labeled with their own logo was the next move, an early example of the modern marketing techniques that are now widespread.
Fast forward to today: in a single year, Lavazza coffee kickstarts the day for someone on this planet about 30 billion times. The distinctive Lavazza logo adorns cups, umbrellas, and barista aprons from courtside at the US Open to the aristocratic boulevards of Turin.
Giuseppe Lavazza is Beppe’s grandson, a member of the fourth generation of the family to lead the company. Conveying the strength of their tradition is a key part of the company’s values: “Our great-grandfather Luigi used to say we need to be very specific,” explains Giuseppe. “So we will continue to present the company as a specialty coffee company, able to provide consumers with a unique coffee experience related to our Italian background. Considering our long history, we can say that we know coffee very, very well.”
When you know what your story is, sharing it—through an advertisement, a video, or a book—is the most significant way to connect with the world and make an impact.
Need a hand telling the story of your business? Let’s chat. To get a glimpse of the books I’ve had a hand in, visit http://www.sallycollings.com
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