counterintuitive thinking and innovation: the robert joseph nomacorc exchange presentation
TRANSCRIPT
The Nomacorc ExchangeNapa
November 2013
Innovate: screw with the brains of colleagues,
competitors & customers who’ve gotten used to the way things are.
Innovate: profitably screw with the brains of
colleagues, competitors & customers who’ve gotten used to the way things are.
Who the hell’s Robert Joseph? And why should I listen to him?
1964-1975… Slaugham Manor Hotel, Sussex, UK
1975-1983 Burgundy, France
How’s this for 15th century branding?!
1983-2005… Wine International Magazine
International Wine Challenge
1984-2006… Books...
2005… Le Grand Noir
2006… Meininger’s Wine Business International
2010… DoILikeIt? Research and consumer insight
Research/consultancy client list:
AccoladeConcha y ToroDirect WinesLouis Jadot
McGuigan WinesOrigin Wines
Santa MargheritaWine Australia
The McGuigan project
Brief: to introduce consumers to 50 McGuigan wines.
Give them confidence to experiment.
Build the McGuiganBrand value bylinking to food
Share your views on your favourite foods. And maybe reveal that you don’t eat seafood.Or cake.
Now share your tastes in wine. And reveal your dislike of oaky whites. And any kind of red.
Here’s the book. With your name on it.
John doesn’t like red wine – so he’s reassured to get a white recommendation with his steak
25k QR scans... 5,000 e-books downloaded.Not bad. Could do
better…
And the winners are..!
I’ve got listings…
Three minutes all about ME! That’s what I love about the wine industry!
A few thoughts about ambience… And the
way we were.
90 channels and nothing worth watching
The only track I really like
And today…
The me-shaped world
And tomorrow?
It wasn’t me that was speeding officer – it was
the car!
How do consumers learn about our brands
in 2013?
The wine communicators of the late 20th Century
The way we were….
Bob
Pepe
Fluffy
Connie
Barbie
Pepe Bob
Fluffy
Connie
Bill
Bill, the wine man
Doris, the ski buff
Terry, the hi-fi nerd
Some people know how to force you into their
ambience.
Oh, look! A mirror for our cat! I’d rather be at
the dentist…
Companies will know us better than we know ourselves – and serve our every need.
Before we know we need it.
What happens if/when this all goes too far?
Why do we buy wine, anyway?
Interested in wine
Wants to look good
Keep loved oneshappy
Avoidproblems
Need a drink! (alcoholic)
Maslow’s (slightly) revised hierarchy of needs
Target
So, what is wine in 2013?
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Traditional wine “qualities”/cues
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
GRape BAsedBeverage Alcohol
GRABABA
(Acronym by Centre for Registration of Acronyms & Pseudonyms
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Spanish Red
Pinot Grigio
Yellow Tail
Merlot
White Zin
NZ SauvignonCupcake
Moscato
Apothic
Cava
Chardonnay
GRABABA is B L B
(Bought Like Beer)(Unlike wine – which is bought like Beer)Craft
Some wines are just wineOf many wines there is nothing to be said. They are just wine. It’s foolish to say anything more about them, but still some people try.Jamie Goode - Wine Manifesto 2013
Fruits (fruity wines)
MoscatoWhite ZinApothic
Newts (neutral wines)
Pinot GrigioSA Chenin
Cutes
CupcakeLittle Black Dress
Skinny Girl
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Spanish Red
Pinot Grigio
Yellow Tail
Merlot
White Zin
NZ SauvignonCupcake
Moscato
Keep Light
Cava
Chardonnay
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Spanish Red
Pinot Grigio
Yellow Tail
Merlot
White Zin
NZ SauvignonCupcake
Moscato
Keep Light
LILUGOLIquid
LUxuryGOod
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Spanish Red
Pinot Grigio
Yellow Tail
Merlot
White Zin
NZ SauvignonCupcake
Moscato
Keep Light
LafiteCristal
CristalNapa Cab
Korbel
Apothic
Our notion of luxury may depend...On culture, personality, situation, finances
Vintage
SoilAppellation
Critical recognition
Grape variety
Region
Winemaker
WINE
Spanish Red
Pinot Grigio
Yellow Tail
Merlot
White Zin
NZ SauvignonCupcake
Moscato
Keep Light
LafiteChampagne
CristalNapa Cab
Korbel
Apothic
LILUGO is also very often B L B (How many people really care about Champagne vintages?)
WINE15-30%
These proportions will vary …… from market to market, consumer to consumer…
… and occasion to occasion
LILUGO10-20%
GRABABA
50-75%
Look at each of the wines on the shelf
Which category do you think it primarily falls into: GRABABA, Wine or LILUGO?
And on which occasions?
Look at each of the wines on the shelf
Which category does the producer think it primarily falls into: GRABABA, Wine or LILUGO?
And on which occasions?
Look at each of the wines on the shelf
Which category does the distributor/retailer think it primarily falls into: GRABABA, Wine or LILUGO?
And on which occasions?
Look at each of the wines on the shelf
Which category does the consumerthink it primarily falls into: GRABABA, Wine or LILUGO?
And on which occasions?
Is it • packaged?• priced?• marketed• distributed?appropriately
The medium is the message
The medium is the message…Who said that?
Marshall McLuhan
I Love you and want you...
I Love you and want you…
I Love you and want you…
64% of wine in Sweden is now in cardboard
For some reason, I’m what you find when you type “wine in Sweden”
into Google
64% of wine in Sweden is now in cardboard
For some reason, I’m what you find when you type “wine in Sweden”
into Google
I’m a “paper” bottle – just to let you show off your “green” credentials
Create your own ambience
If you can create your own packaging,
why not…
Create your own ambience
Create your own ambience..?
What if we could change our shape?
And profitably extend our brands?
And turn our customers into brand
ambasadors?
Discussion points
Ambience…
Creating your own?…
What is wine?
Understanding the consumer
What they want from a wine on a
particular occasion
Positioning the product
Extending the
product?
Making a friend of the the consumer
Thank you.Please argue with me – and
question my thinking.
@robertjoseph