Hello again and (if it’s not too late?) Happy New Year!
Someone recently told me that I would make his English professor weep with my poetry so it is with some trepidation that I dare to challenge the wisdom of the late Mr. W. Shakespeare.
You may be aware of a little play wot he wrote that was set in Italy and called ‘Romeo and Juliet’, in which two young-and-in-love people are deep in the you-know-what. The problem is that the loved-up kids are members of two families – the Capulets and the Montagues – which are at war with each other.
The most famous action unfolds during the so-called ‘Balcony Scene’. (That’s the one where Juliet says ‘Oh Romeo, Romeo, wherefore art thou Romeo?’, unaware that her beau is skulking about in the bushes below). ‘What’s in a name’, she asks him when he reveals himself. ‘That which we call a rose, by any other word would smell as sweet.’
We can’t blame her for being so naïve –after all, she’s only 14 – but she seems to think that the name of something, in the Big Scheme of Things, doesn’t matter a jot. But she’s completely wrong. Your company name or brand names are how people know you.
When Necta and Wittenborg became one and sold vending machines all over the world, the name ‘N&W Global Vending’ was right on the money. Since that day in 2000, much has changed. We embarked upon a process of organic and acquisitive expansion that would add, (in no particular order), Gaggia, Ducale, Saeco, Cafection, SGL and Newis to our portfolio of world-class brands.
Entirely due to the fact that N&W&G&D&S&C&N&S was never going to work, The time had come to grasp the nettle and make a change. So, we became the EVOCA Group. EVOCA cleverly refers to EVOlution and CAffe. As our Chief Executive Officer Andrea Zocchi says, ‘as a global leader in professional coffee machines, coffee has always been at the core of our DNA and business strategy. It is an attractive market and it’s evolving, with new challenges and opportunities for growth. Our rebranding strategy is rooted in our past. It reaches its full development today with EVOCA. We’ve looked ahead, beyond the established boundaries. We’ve progressed on a path that benefits our customers and all consumers.’
So there you have it. We’re no longer simply a vending machine company. In fact, it’s some time since we were ‘simply a vending machine company’. We’re actually a business that’s at the forefront of the coffee industry. The world is moving fast, but we’re keeping up with the pace. With our new name unveiled, as Andrea has said, we can continue to progress on that path that ‘benefits our customers and all consumers.’
So, raise a New Year’s glass to the EVOCA Group. ‘The King is dead: long live the King!’
Until next time, bye for now.