Comments on: A funny Monkey in Australia: new brand and Web 2.0

By: randy

randy — Tue, 19 Jan 2010 12:03:57 +0000

Just for a little grounding, I'm posting as a wine consumer. If I like a wine, I might write it down, but if I like a wine that has a memorable label and/or name, I will remember it.

"Positioning" is for the professionals, but it isn't a bad thing to convince someone to buy a wine based on some "cute" concept. Once they buy it, it's up to the wine to seduce them.

Most people don't go out without making sure they look a certain way. A wine shouldn't either, in my opinion. The "seduction" part is more subtle, just as clothes are only a part of attraction in social situations. They are, however, the "first sight" part. I've often remembered meeting people by what they were wearing.

I believe that today, visual impact and specifically memorability is the most important factor in introducing a wine to the consumer. That this won't and shouldn't work for plonk is obvious.

By: Evelyne Resnick

Evelyne Resnick — Tue, 19 Jan 2010 11:31:36 +0000

Thanks for your comment, Michael. I understand your stand on a "cliche wine". It's true that mass market wines are sometimes a cliche but there are many kinds of consumers in the world and it takes many kinds of wines to reach them. To me, a nice well done brand is enjoyable for any occasion. Of course, when with friends or at a more formal occasion, I'd upgrade to a more complex wine.

I hope you'll find many wines to suit your tastes every Friday and will share your impressions with us.

Cheers.

By: michael.g.lee

michael.g.lee — Tue, 19 Jan 2010 04:33:57 +0000

I absolutely disagree with your positioning here and in a way, flies in the face of brand strategy. One of the principles in an brand strategy is to occupy a positioning in the consumers mind, and when I see a long winded 'statement' that says the wine is a drink for 'any occasion' and then makes a 'finest quality' point, basically says to me that they are trying to cover all the bases here.
Am I the only one, who when walking into a wine shop on a Friday, would not have as a purchasing cue decision based on a wine that states Friday, its all a cliche, a bit a lady who upon putting on a black dress would be inclined to buy a wine that says Little Black Dress..