why purposeful branding is important for the wine industry

Fixing your lack of Branding with Million Euro Agency Secrets

Bela Szabo | Damien Wilson | Reka Haros | Robert Joseph

Réka Háros

Why “fixing your lack of branding”?

@rekaharos

The wine wall

@RekaHaros

Photo by Mike via flickr.com

The wine wallThat separates consumers from brands

@RekaHaros

Photo by Mike via flickr.com

BrandingBrings consumers into the category

@RekaHaros

BrandingFuels business development

@RekaHaros

BrandingDrives mergers and acquisitions

@RekaHaros

“Everyone has a strategy until they get punched in the face.”

– Mike Tyson

@RekaHaros

Photo by CharlesMedia via flickr.com

And the wine industry needs that punch to break away from bad habits

@RekaHaros

Photo by Jonathan Cohen via flickr.com

@RekaHaros

“It’s easier for companies to come up with new ideas than to let go of old ones”

- Peter Drucker

So I asked

Robert Joseph to talk about the importance of branding

@RekaHaros

So I asked

Robert Joseph to talk about the importance of branding.

Damien Wilson to show us what the real wine market is, who consumers are and what they want.

@RekaHaros

So I asked

Robert Joseph to talk about the importance of branding.

Damien Wilson to show us what the real wine market is, who consumers are and what they want.

Bela Szabo to share how he builds brand communication strategies for top brands.

@RekaHaros

@RekaHaros

I want you to:

@RekaHaros

@RekaHaros

The Volkswagen Group preaches this

So why is branding such a big deal?

@RekaHaros

Because the top 100 most valuable brands in the world today are worth

3.3 trillion $

Source: BrandZ™ Top 100 Most Valuable Global Brands 2015 ReportsPhoto by Pictures of Money via flickr.com

@RekaHaros

If the wine industry wants to be part of these 3,3 trillion $ business it needs to wake up!

@RekaHaros

Photo by Texaselephant via flickr.com

Robert Joseph

Importance of branding

@robertjoseph

“Wine is not a brand. Wine is a creation, an art, a gift.”

“People who buy Dom Perignon are only doing so to show off. They could buy lots of Champagne that’s just as good or better for much less money.”

Tim Atkin MW, UK critic

What is a brand?

Once, it was literally a way to let a farmer – and his neighbours - know which animals belonged to him rather than them.

In the 19th century, more than 42,000 Utah ranchers branded onto their livestock. Ranchers had to register their brands and ear marks with the state agriculture department.

Diane Haddad. ‘Genealogy Insider’

Then… quite naturally buyers came to recognise the link between particularly good sheep or cows and the ‘brand’ they bore

It meant that they didn’t have to examine the animal before bidding for it at market. Experience had taught them that Brand X could be relied upon

And that maybe Farmer X could be relied upon to take the beast back if there was a problem

Today, every day, almost all of us behave like those buyers, when we choose a hair shampoo or coffee bar or car or mobile phone

A brand is created by people.A brand involves an emotional connection.People transform the product into an implicit promise.The implicit promise drives feelings, behavior and expectations.

Charles Kenny

It is the most valuable piece of real estate in the world: a small part of someone’s brain

Target

Target

Most normal people have a limited interest in wine

Target

Most normal people have a limited interest in wineAnd plenty of other thingson their mind

Target

Most normal people have a limited interest in wineAnd plenty of other thingson their mind

Capturing their attention isn’t

easy.

Your target consumer decides whether or not you are a brand – for him/her

And for that consumer, a brand could be a region or a grape.

Because they may not know which it is

Most UK consumers aren’t clear about whether Rioja is a grape or a region

Adrian Atkinson, formerly of Campo Viejo

The opposite of a brand is a commodity – usually bought on the basis of price or convenience

Pink Lady is a brand, with a marketing budget and a campaign that justifies a higher retail price which, in turn, provides the funds that go towards funding the marketing

However good the non Pink Lady apples may be, they will be at a commercial disadvantage (in the eyes of many consumers).

Low margins

No marketing budget

Low price based on what neighbours charge

Weak brand value

Good margins

Good marketing budget

Good price based on consumers’ valuationof the brand

Strong brand value

Low margins

No marketing budget

Low price based on what neighbours charge

Weak brand value

Plus possibleneed to cut corners on occasion because of lack of funds.

Good margins

Good marketing budget

Good price based on consumers’ valuationof the brand

Strong brand value

Requirement to maintain quality (in order to protect the brand) is matched the financial means to do so.

Half of all French wine (37% of AOP) is produced by cooperatives who sell most of that in bulk to merchants.

Half of all the wine in the world is sold in bulk.

French Merlot: €0.94/litreSpanish Merlot: €0.50/litre

Bulk price of St Emilion: €3.85/l

Bulk price of Lussac St Emilion: €3.27/l

So UK supermarkets sell Lussac St Emilion to people who think they’re buying St Emilion

Ajaccio - Aloxe-Corton - Alsace - Alsace Grand Cru - Anjou - Anjou-Coteaux de la Loire - Anjou-Gamay - Anjou Villages - Anjou Villages Brissac - Arbois - Auxey-Duresses - Bandol - Banyuls - Banyuls Grand Cru - Barsac - Bâtard-Montrachet - Béarn - Beaujolais - Beaujolais-Villages - Beaumes de Venise - Beaune - Bellet - Bergerac - Bergerac sec - Bergerac rosé - Bienvenues-Bâtard-Montrachet - Blagny - Blanquette de Limoux - Blanquette méthode ancestrale - Blaye - Bonnes-Mares - Bonnezeaux - Bordeaux - Bordeaux clairet - Bordeaux Côtes de Francs - Bordeaux Haut-Benauge - Bordeaux moelleux - Bordeaux rosé - Bordeaux sec - Bordeaux supérieur - Bourgogne - Bourgogne aligoté - Bourgogne clairet - Bourgogne clairet Côte chalonnaise – Bourgogne Coulanges-la-Vineuse - Bourgogne Côte Saint-Jacques - Bourgogne Coulanges-la-Vineuse - Bourgogne Côtes d'Auxerre - Bourgogne Côtes du Couchois - Bourgogne Epineuil - Bourgogne grand ordinaire - Bourgogne Hautes-côtes de Beaune - Bourgogne Hautes-côtes de Nuits - Bourgogne La Chapelle Notre-Dame - Bourgogne le Chapitre - Bourgogne Montrecul - Bourgogne mousseux - Bourgogne ordinaire - Bourgogne Passe-tout-grains - Bourgogne Vézelay - Bourgogne rosé - Bourgueil - Bouzeron - Brouilly - Bugey - Buzet - Cabardes - Cabernet d'Anjou - Cabernet de Saumur - Cadillac - Cahors - Canon Fronsac - Cassis - Cérons - Chablis - Chablis Grand Cru - Chablis Premier Cru - Chambertin - Chambertin-Clos-de-Beze - Chambolle-Musigny - Champagne - Chapelle-Chambertin - Charlemagne - Charmes-Chambertin - Chassagne-Montrachet - Château-Chalon - Château-Grillet - Châteauneuf-du-Pape - Châtillon-en-Diois - Chaume - Chénas - Chevalier-Montrachet - Cheverny - Chinon - Chiroubles - Chorey-les-Beaune - Clairette de Bellegarde - Clairette de Die - Clairette du Languedoc - Clos des Lambrays - Clos de la Roche - Clos de Tart - Clos de Vougeot - Clos Saint-Denis - Collioure - Condrieu - Corbieres - Cornas - Corse or Vin de Corse - Corton - Corton-Charlemagne - Costières de Nîmes - Côte de Beaune - Côte de Beaune-Villages – Côte de Brouilly – Côte Hollande - Côte de Nuits-villages - Côte Roannaise - Côte-Rôtie - Coteaux Champenois - Coteaux d'Aix-en-Provence - Coteaux de Die - Coteaux de l'Aubance - Coteaux de Pierrevert - Coteaux du Giennois - Coteaux du Languedoc - Coteaux du Layon - Coteaux du Loir - Coteaux du Lyonnais - Coteaux du Quercy - Coteaux de Saumur - Coteaux du Tricastin - Coteaux du Vendômois - Coteaux Varois - Côtes de Bergerac – Côtes de Bergerac Blanc - Côtes de Blaye - Côtes de Bordeaux Saint-Macaire - Côtes de Bourg - Côtes de Castillon - Côtes de Duras - Côtes du Forez – Côtes de la Malepere – Côtes de Millau - Côtes de Montravel - Côtes de Provence - Côtes de Toul - Côtes du Jura - Côtes du Luberon - Côtes du Marmandais - Côtes du Rhône - Côtes du Rhône Villages - Côtes du Roussillon - Côtes du Roussillon Villages - Côtes du Ventoux - Côtes du Vivarais – Cour-Cheverny - Crémant d'Alsace - Crémant de Bordeaux - Crémant de Bourgogne - Crémant de Die - Crémant du Jura - Crémant de Limoux – Crémant de Loire - Crépy - Criots-Bâtard-Montrachet - Crozes-Hermitage - Échezeaux - Entre-Deux-Mers - Entre-Deux-Mers-Haut-Benauge - Faugeres - Fitou - Fixin - Fleurie - Fronsac - Frontignan - Fronton - Gaillac - Gaillac Premieres Côtess - Gevrey-Chambertin - Gigondas – Giscard d’Estaing - Givry - Grand Roussillon - Grands Échezeaux - Graves - Graves de Vayres - Graves Supérieures - Griotte-Chambertin - Haut-Médoc - Haut-Montravel - Hermitage - Irancy - Irouléguy - Jasnieres - Juliénas - Jurançon - L'Étoile - Ladoix – Lady Gaga - Médoc - Menetou-Salon - Mercurey - Meursault - Minervois - Minervois-La Liviniere - Monbazillac - Montagne Saint-Émilion - Montagny - Monthelie - Montlouis - Montrachet - Montravel – Morey-Saint-Denis - Morgon - Moulin a vent - Moulis or Moulis-en-Médoc - Muscadet - Muscadet-Coteaux de la Loire - Muscadet-Côtes de Grandlieu - Muscadet-Sevre et Maine – Muscat de Beaumes-de-Venise - Muscat de Frontignan - Muscat de Lunel - Muscat de Mireval - Muscat de Rivesaltes - Muscat de Saint-Jean de Minervois - Musigny - Néac - Nuits-Saint-Georges - Orléans - Orléans-Cléry - Pacherenc du Vic-Bilh - Pacherenc du Vic-Bilh Sec - Palette - Patrimonio - Pauillac - Pécharmant - Pernand-Vergelesses - Pessac-Léognan - Petit Chablis - Pineau des Charentes - Pomerol - Pommard – Pompidou - Pouilly-Fuissé - Pouilly-Fumé - Pouilly-Loché - Pouilly-sur-Loire - Pouilly-Vinzelles - Premieres Côtes de Blaye - Premieres Côtes de Bordeaux - Puisseguin Saint-Émilion - Puligny-Montrachet - Quarts de Chaume - Quincy - Régnié - Reuilly - Richebourg - Rivesaltes - Romanée-Conti - Romanée-Saint-Vivant - Rosé de Loire - Rosé des Riceys - Rosette - Roussette de Savoie - Roussette du Bugey - Ruchottes-Chambertin - Rully - Saint-Amour - Saint-Aubin - Saint-Bris - Saint-Chinian - Saint-Émilion - Saint-Émilion Grand Cru - Saint-Estephe - Saint-Georges Saint-Émilion - Saint-Joseph - Saint-Julien - Saint-Mont - Saint-Nicolas-de-Bourgueil - Saint-Péray - Saint-Pourçain - Saint-Romain - Saint-Sardos - Saint-Véran - Sainte-Croix-du-Mont - Sainte-Foy-Bordeaux - Sancerre - Santenay – Sarkozy - Saumur - Saumur-Champigny - Saumur mousseux - Saussignac - Sauternes - Savennières - Savennières-Coulée-de-Serrant - Savennières-Roche-aux-Moines - Savigny-les-Beaune - Seyssel - Tavel - Tonnerre - Touraine - Touraine-Amboise - Touraine-Azay-le-Rideau - Touraine-Mesland - Touraine Noble Joué - Tursan - Vacqueyras - Valençay - Vin de Savoie - Vins d'Entraygues et du Fel - Vins d'Estaing - Vins Fins de la Côte de Nuits - Viré-Clessé - Vinsobres - Volnay - Volnay Santenots - Vosne-Romanée - Vougeot - Vouvray

“For the most part, American consumers are scared of wine, and we don’t do a good job making them less scared of wine… People are not intimidated by beer. They’re intimidated by wine.

Larry Schaffer of Tercero Wines

Danel Kahneman, Nobel prize winner

Thinking fastThinking slow

•“System 1” (OS 1) thinking is intuitive – fast, automatic and emotional – and based on simple mental rules of thumb (“heuristics”) and thinking biases (cognitive biases) that result in impressions, feelings and inclinations.

•“System 2” (OS 2) thinking is rational – slow, deliberate and systematic – and based on considered evaluation that result in logical conclusions.

2x2?Capital of France?Brand of coffee?

17 x 748?Capital of Moldova?Brand of wasabi

Successful brands are ones that you choose without making (much of) a conscious choice, based on your experiences and memories

90

£30-78,000 £16-27,000

Both made by Volkswagen and possibly using the same dishonest diesel emission technology.

So why will some people still buy an Audi rather than a Skoda at half the price?

Because of advertising like this.(When did anyone ever call a Skoda ‘sexy’?)

No non-rallying driver is ever likely todo this in their Audi family estate…

But they can dream.

Just as they can dream that their Audifamily estate looks like this.

Being a brand is not simply about being known. It’s about creating brand loyalty – among customers who keep coming back for more

All successful brands offer confidence

All successful brands offer confidenceBut they can do so in two different ways:FunctionalEmotional

FunctionalDell computersFord carsGilette RazorsSupermarket own-label Prosecco

EmotionalApple computersAudi carsRoger & Gallet soapVeuve Clicquot

Wine Knowledge

Wine Knowledge

Wine Experience

Wine Brand Satisfaction

Wine BrandTrust

Wine Knowledge

Wine Experience


Wine BrandTrust

Wine Brand Love

Wine Knowledge

Wine Experience


Wine BrandTrust

Wine Brand Love

Wine Brand loyalty

Between 1987 – 2015 the number of wine chateaux in Bordeaux has shrunk from 20,000 to 7,800

That represents one disappearing chateau every day (including weekends)

In the17th century, Bordeaux was always bought as a commodity, but one French aristocrat decided to create a brand

Arnaud de Pontac

‘…to the Royal Oake Taverne… And here drank a sort of French wine called Ho Bryan, that hath a good and most particular taste that I never met with.’

Samuel Pepys’s 10 April 1663:

‘It is a little rise of ground open to the west, in a white sand mixed with gravel; scarce fitting to bear anything. The vines are trained, some to stakes, some to lathes… The yield [is] 50 tuns which sells for 105 ecus a tun… Some years since [it used to be] 50 or 60 ecus, but the fashionable, sending over orders to have the best wine sent them at any rate, have by striving who should get it, brought it up to that price.’ John Locke on 14 May 1677.

At the Pontac’s Head, according to André Simon, Haut-Brion cost seven shillings.

Spanish or Portuguese wine cost two.

Minervois 2015: bulk price€1.05/litre

1.7m bottles at €2.40

Romanée Conti and Barefoot are both brands.

And so are you…

In somebody’s eyes

thank you…[email protected]

@robertjosephFacebook: robertejoseph

mailto:[email protected]

Damien Wilson

What the real wine market is, who consumers are and what they want.

@WineBusProf

Damien Wilson/DWCC2015-Consumers

Proudly Presented for the DWCC on October 23, 2015

What wine consumers want ..


Today’s WIPE list

• Link in from Robert• The fallacy of Ford

• The faster horse• Authentic wine?

• What we’ve identified• It’s going to be even more

difficult in the coming years…


Euromonitor 2015 – Global wine production, million 9L case equivalents

Static over 5 years…


Remember, these are the trends…From Euromonitor 2015

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

0.00

5,000.00

10,000.00

15,000.00

20,000.00

25,000.00

30,000.00

Wine Production, Billion LWorld +15%

Western Europe -10%

N.America & Asia +50%


Volume is coming from New ConsumersFrom Euromonitor 2015

05000

10000150002000025000300003500040000 Wine Consumption L per capita

World: 3.93 => 3.86L

W. Europe: 28.6 => 23.7L

N. America: 7.3 => 10L

Asia: 0.9 => 1.4L


Volume is coming from New ConsumersFrom Euromonitor 2015

2000

2002

2004

2006

2008

2010

2012

2014

050

100150200250300350

Market Size at Retail Selling Prices in Billion US$, 2014 value

WorldWestern EuropeAsia PacificNorth America


Regular declines, but recent numbers are upFrom France AgriMer

~45Million ~31Million


But an even bigger problem is pending…From France AgriMer


The ‘Not Yet Bad’ News (Gillespie 2015)


From the Wine Market CouncilCRC SEGMENTATION STUDY 2014


If these numbers are across the board…From Silicon Valley Bank

Boomers number more than 3x Millenials in highest price categories


The Hottest Thing in France…THAT NO-ONE IN THE WINE SECTOR WANTS TO TALK ABOUT


The Hottest Thing in France…

• But this the fastest growing wine category in France – Flavoured wine (3.6 million cases @ 82.5 Million euros – +55% to mid-2014)

THAT NO-ONE IN THE WINE SECTOR WANTS TO TALK ABOUT




• Yet no-one is talking about it





• Yet no-one is talking about it• Even as the best growth in the

market, it’s destined to struggle because it doesn’t match the French image of regional identity





• Yet no-one is talking about it• Even as the best growth in the

market, it’s destined to struggle because it doesn’t match the French image of regional identity

• But consumers love it….



Images of Wine-trade speak


Images of Wine-trade speakTHIS IS HOW WE SPEAK ABOUT WINE


Images of Wine-trade speakTHIS IS HOW WE SPEAK ABOUT WINE

Pfft – It won’t last…


Look at how wine drinkers talkThe recipe for Sangria – 5 months ago…


Look at how wine drinkers talk

• More than 20,000 have pinned it, and more than that have liked it.

The recipe for Sangria – 5 months ago…




• A search using ‘wine’ turns up a lot of wine education images.






• Many are on 100s of pin boards, and some show up in the 1000s.







• But take a look at those put up there by wine businesses, or wine people…







• But take a look at those put up there by wine businesses, or wine people…

• That was put up 6 months ago.



Research has found…How the boffins are trying to make your job easier

Image found at : http://goo.gl/V92k5N

http://goo.gl/V92k5N



Research has found…

• 99% of wine consumers in the US are Internet connected at home (Wagner et al. 2007)

How the boffins are trying to make your job easier







• The potential of social media and e-business for wineries (Thach 2009)









• Vincezini (2010) claimed too many are being self-promotional more than PR










• Creating Value in Wine Social Media (Wilson and Quinton 2012)











• Szolnoki et al. 2013 found that Facebook fans are more loyal wine customers











• Szolnoki et al. 2013 found that Facebook fans are more loyal wine customers

• Emerging findings on other platforms…






For further details, photograph this slide

• We know that growth is occurring, but dark clouds have arrived over the wine sector…

• Talk like consumers in order to get their attention

• Distinguish your strategy by actionable customer segment.

IMAGE TAKEN FROM: HTTPS://GOO.GL/CTVLF4

https://goo.gl/CTVLf4

https://goo.gl/CTVLf4

Bela Szabo

How to build successful brand communication strategies

@BelaRibillio

Brand is the interface of the business strategy

PurposeThe brand motiva-tion,what does the brand believe in? ProcessSpecific actions taken to realize the WHY

ResultWhat the brand does.The result of the WHY. The proof.

Beyond making moneySocial significanceMeaningful differentiationBeyond CSRBuild trust

PURPOSE

Fundamental human values form strong basis for purpose development

Eliciting JoyActivating experi-

ences of happiness, wonder and limitless

possibility

Enabling connectionsEnhancing the ability of people to connect with

one another and the world in

meaningful ways

Inspiring explorationHelping people ex-plore new horizons

and new experiences

Evoking prideGiving people in-

creased confidence, strength,

security and vitality

Impacting societyAffecting society

broadly, including by challenging

the status quo and redefining categories

BRAND PURPOSE BUILDS BRAND EQUITY

STRONG BRAND IS PREREQUISITE FOR BIG VALUE GROWTH

Brand Purpose

Get the whole company behind the Purpose

Meaningful Innovation

Get noticed

Brand experience

Build new trust

Understand

the culture

Think holistically

“All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”

Bill Bernbach

PORTREY

INSIGHT

MAGICCULTURE

cultural changebrand purpose

creativityTo empower creative exploration and self-expression


creativity

urban athleticism

To empower creative exploration and self-expression

To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete)


creativity

urban athleticism

mobility


Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.



creativity

urban athleticism

mobility

sharing


Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.


To make the world more open and connected


• Strive for perfection (not only with the ads but with the product as well)

• Brand as a service design• Understand the culture to motivate behavioral

change• Purpose driven operation• Brand first approach company wide• Strive for imaginative populism• Surprise people

CONCLUSION

• Strive for perfection (not only with the ads but with the product as well)

• Brand as a service design• Understand the culture to motivate behavioral

change• Purpose driven operation• Brand first approach company wide• Strive for imaginative populism• Surprise people

“It's Not How Good You Are, It's How Good You Want to Be” (Paul Arden)

CONCLUSION

Food for thought

@RekaHaros

Photo: https://www.flickr.com/photos/tomitheos/12292994533/sizes/c/

Why are you in this business?

Robert Joseph asks

@RekaHaros

@RekaHaros

For this?

@RekaHaros

Or for this?

@RekaHaros

The name of the game is

@RekaHaros

R e l e v a n c e

@RekaHaros

How are you making your brand relevant?

@RekaHaros

Thank you!

Bela Szabo - @BelaRibillioDamien Wilson - @WineBusProf

Réka Háros - @RekaHarosRobert Joseph - @robertjoseph

why purposeful branding is important for the wine industry

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