VBM

STRATEGIC PLANNING

VBM is a historic Italian company that manufactures professional espresso coffee machines.

Our role was to support VBM through a process of identity evolution, identifying its true value proposition and developing a concrete, consistent strategy to reposition the company in the market.

VBM’S REPOSITIONING

We started where every good project should begin: with listening and observation.

We visited the company, had in-depth conversations with the owner, got to know the employees, and immersed ourselves in the company culture. That’s how we uncovered VBM’s true DNA and were able to define a tone of voice and visual identity that communicate it effectively.

By studying the machines and their technology in depth, we understood their real value: they are reliable tools, designed and built to make the work of those behind the counter easier—people who seek simplicity, durability, and performance in an espresso machine.
Not status symbols, but dependable work companions, day in and day out.

A STRONG STRATEGY BORN FROM DEEP MARKET KNOWLEDGE AND ANALYSIS

Dal 2019 raccontiamo VBM come un’azienda vicina al barista, che realizza macchine pensate per semplificare il suo lavoro e comunica con il suo target utilizzando un tone of voice ironico e irriverente, lontano dai cliché del settore.

THE VIDEO CAMPAIGN

VBM’s repositioning was unveiled at the HostMilano trade fair in 2019 through a communication campaign built around the new payoff concept, “We make it simple”. The campaign was reflected across the exhibition stand, corporate materials, and the launch of a promotional video.

PROJECT OVERVIEW

Analysis and strategy
Market and competitor research, brand communication analysis (both corporate and social), identification of critical issues, and definition of the new positioning.

Integrated communication plan
Development of the operational strategy—from tone of voice to objectives—with a complete, tailored plan for all channels.

Content and channels
Design and development of the website, management of social media platforms (Facebook, Instagram, LinkedIn, YouTube), email marketing and marketing automation via HubSpot, and creation of printed corporate materials (catalogs, price lists, brochures).