Why Brand Value is the Wine Industry’s Juicy Topic – Alex Chrisman // Alta Co
- Part 1Why Marketers Don’t Understand Brand Marketing – Alex Chrisman // Alta Co
- Part 2 Why Brand Value is the Wine Industry’s Juicy Topic – Alex Chrisman // Alta Co
- Part 3Why I Will Always Love the Patagonia Brand – Alex Chrisman // Alta Co
Show Notes
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02:57What brand value means in the wine industryIt is in its historical significance, the people behind it, where it came from, the processes applied, and its scarcity.
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06:32How did Prisoner become a popular wine?Does it relate to like its brand value? Or is it taste? Is it distribution? On top of those, they tapped into a missing piece of wine culture in the U.S.
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10:20The importance of differentiation in the wine industry.Differentiation in the wine industry is hard, but Prisoner Wine was able to differentiate by targeting a new market segment.
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12:12Its tough to put a wine brand out there ever you dont care about profitsThe smart way is to enter the market by learning and testing how an existing brand in your niche did it and tweaking it as you go along.
Quotes
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"So much wine is made for reviewers rather than the end consumer. But There's an extraneous thing in there that creates the value and its story, its significance, its historical significance. It's, it's the people behind it. It's where it came from; it's the processes applied. It's how scarce it is." - Alex Chrisman
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"They wanted to be positioned as this fantastic brand for young people who wanted to drink red wine in that sort of European way. And that's the most critical thing they got right." - Alex Chrisman
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"There's a blueprint of a thing that exists, and that's amazing. There's a gap to a different market part where I have a cultural insight that this would apply." - Alex Chrisman
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"If you get started in wine with a thesis, you're like; I want to look like this brand. I want to exist at this price point, then look at who the competitive set is." - Alex Chrisman
- Part 1Why Marketers Don’t Understand Brand Marketing – Alex Chrisman // Alta Co
- Part 2 Why Brand Value is the Wine Industry’s Juicy Topic – Alex Chrisman // Alta Co
- Part 3Why I Will Always Love the Patagonia Brand – Alex Chrisman // Alta Co
Up Next:
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Part 1Why Marketers Don’t Understand Brand Marketing – Alex Chrisman // Alta Co
When people talk about brands, they mean 1000 different things. But what is a brand, and why do marketers struggle with brand marketing? How is Patagonia doing it that is making them stand out in the marketplace? To know more about these, listen to Alex Chrisman, Creative Director at Alta Co, as he discusses why marketers don't understand brand marketing.
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Part 2Why Brand Value is the Wine Industry’s Juicy Topic – Alex Chrisman // Alta Co
Wine is a tough category with crazy competition, and differentiation is a struggle because there are similar grapes and winemakers and similar tastes. Yet some wine brands are more valuable than others. Why is brand value crucial to the wine industry? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why brand value is the wine industry's juicy topic.
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Part 3Why I Will Always Love the Patagonia Brand – Alex Chrisman // Alta Co
Like the Patagonia brand, there are many brands doing brand marketing right. But like Rivian, some brands hurt their products through poor brand marketing. What are the odds that your company is doing brand marketing correctly? Which brands can you model? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why Patagonia and others are models for doing brand marketing well.
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