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Building a Brand: What Makes You Unique?
What makes your brand unique? This is the first question you should be asking yourself if you are looking to create or revamp your brand. See if you pass the pop quiz.
And This Is How You Do Creative Branding: Featuring Gary Numan and Cars
Wine has been using the same marketing and branding for the last 40 years. Maybe it's time we learned a little something from the folks at Die Hard Batteries. And Gary Numan.
Good Wine, Ugly Sweater: Why Branding Matters
The Barefoot brand is notoriously huge, corporate, tacky and "cheap" - at least to most young wine drinkers. But why? Millennials certainly don't have these issues with other "value-based" brands - Yellowtail and 2 Buck Chuck are perennial 20-something faves from the bargain section. What's the difference? Branding.
Millennial-Focused Next Gen Wine Competition in Pictures
I was very thankful to be a judge at the millennial-focused Next Gen Wine Competition. I honestly feel that this could be a very important moment in wine - and I don't just think that because I was a part of it. I'll be writing a full post on this moment in the coming week, but in the meantime here are some slices of the experience from my point of view.
WTF? Millennier Walks the Walk
I've been writing on Millennier for a little over a year now, discussing many different facets of the buying power and influence of millennials for the wine industry. There's been theory, there's been practical applications, and there's been examples of companies trying/succeeding/failing to reach this demographic group. So, one could say I've been "talking the talk." What many people don't know is that during this time I've also been walking the walk and reaching out to millennials myself with my group WTFLA.
An Open Letter to Mr. Steve Heimoff Regarding his Millennial Wine Competition Post
Mr. Heimoff: As the title of this letter subtly suggests, I'm writing you this letter in regards to your post today entitled This One's Too Easy about the upcoming NextGen Wine Competition.
First, I would like to thank you for your kind words regarding the judging panel. I am one of the judges for the competition and I chose to accept that role because I strongly believe in the value of a competition like this. I disagree with much of what you wrote and I'd like to address a few of the points you made in your post today.
The One Thing You Need To Know About Millennial Brand Ambassadors
I discuss the concept of millennial "brand ambassadors" and "brand evangelists" with businesses all the time. All. The. Time. Here is my most frequently asked question: "Which brands are doing it right?" Or within the wine industry, "Which wineries are doing it right?" Read on for the answers>>>
Heart Thy Consumers, or, Learn From Gary Vaynerchuk
As crucial as it is for businesses to reach out to new consumers – especially today – it is just as important to retain current customers. It’s either horrifying or laughable (or both) that companies, especially large ones, do not do the math on this issue. Whether you call it customer service or relationships, it must be a priority for any business today.
Get Serious About Mother’s Day, Wineries
Well, wineries, it's that time of year again and the countdown is on. So what are you doing for Mother's Day? ANOTHER wine and cheese event in the ol' tasting room? How innovative. And for direct sales? Nothing yet, eh? Planning on slapping the words "Mother's Day" on a regular bottle special and sending something out to your mailing list about a week before the big day? Hm. How'd that work out last year?
MILLENNIALS: WHY BOTHER? (The Short Answer)