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A Brand Category to Call Your Own

By
Services for Real Estate Pros with Napa Consultants DRE00893924

In the realm of strategic branding, the ultimate coup is creating and defining your own brand category and then becoming the “category killer” (think Kleenex, Scotch Tape, iPod). This is what you want to strive for in marketing luxury real estate: staking your claim on a market niche that is uncontested (virtually no competition) and owning the lion’s share of business in that category, from day one.

 

The Apple Watch is slated to launch in April.  Countless tech companies have already defined the “wearable” category of computing devices creating a frenzy of cutthroat competition that will inevitably end in price wars. So, how will Apple differentiate this new line of products shark-infested waters and still command healthy margins?

 

The answer is to create a luxury sub-category within the broader category of wearable devices that is uncontested.  In March, Apple is kicking off their print advertising campaign with a 12-page spread in the Vogue Spring Fashion Blockbuster issue.  They hope to position the Apple Watch as a fashion accessory (vs. a tech device) by associating it with ads and content featuring high-end design houses’ latest offerings. 

 

Apple wants you to open a new category in your mind called ‘luxury accessory device” [our words] and they want you to think of them first in this category.  This is known as brand positioning and it is exactly what we do as brand strategists for luxury real estate marketing professionals and companies.

 

Creating a new category creates news. This allows you to leverage traditional and social media to the MAX.  Creating buzz is key to generating the best and least expensive form of advertising: word-of-mouth.  It forces your competition to out-spend you in marketing to try and catch up, which is an exercise in futility. 

Written by Ron & Alexandra Seigel-

 

 ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

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                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (34)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wanda Kubat-Nerdin I agree with you on Apple's savvy marketing, I think there may be a lot of buyers out there for it.  I think the gold one will really appeal to the higher end.  Time will tell LOL

 Beth Atalay Thanks, and Apple does better than anyone else,  And I am very serious about that comment, I don't understand why people treat the lower end of the market with poor photography, cheap flyers, and so so service.  This is their biggest investment, and they deserve the care all deserve. 

 

Feb 26, 2015 07:07 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Noah Seidenberg   

We are going to "watch' this one closely, thinking of purchasing one to understand the capabilities and uses.  It may be something to incorporate into the marketing.

Sharon,

Yes, and thank you for your comment. A

Feb 26, 2015 07:09 AM
Roy Kelley
Retired - Gaithersburg, MD

This is very interesting. Thanks for telling us about the Apple Watch.

Feb 26, 2015 07:39 AM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Alexandra and Ron -- a great post with many interesting comments.  It will fun(as well as educational) to watch the roll-out of Apple's latest unveiling.   There is something there for each of us to learn from their brilliant marketing efforts and success stories.  

Feb 26, 2015 10:13 AM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

I will be watching for The Watch and know if Apple is launching it they will do it with flair. I think that is brilliant to make it a fashion piece as well as a techie piece. Those wanting to have the latest and greatest will be tripping all over themselves.

Feb 26, 2015 10:48 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley we always learn so much from Apple.  They seem to always be on the leading edge.

Michael Jacobs They have a pre-roll out event the day after daylight savings time, which we have marked on our calendar as they are streaming it live.  We have been learning since Steve Jobs' roll outs, and Tim Cook was the perfect choice, he understands the edge is turning all the stores in CA to solar and will do the same in Ireland where the European headquarters will be.  He has also embraced privacy in terms of Apple Pay, as opposed to all the others who are trying to get in with ads and gathering info..

 

Feb 26, 2015 11:39 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debbie Reynolds we are too, and we both loved the prototypes they previewed last year.  I think they are doing a soft launch in March after daylight savings time, and we have already marked in our calendars.  A

Feb 26, 2015 11:41 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra, I find it ironic that Apple is going to Print Marketing:) Just sayin, Endre

Feb 26, 2015 03:16 PM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning A & R. It is very tough to argue with the success of Apple, they will make some errors along their path, but their core business had a priceless brand.

Feb 26, 2015 06:50 PM
James Dray
Fathom Realty - Bentonville, AR

I wonder if this does not get the response they expect if they'll drop the line?  If so to buy one now sometime in the future it's value should rise?  

Feb 26, 2015 07:12 PM
Sham Reddy CRS
Howard Hanna RE Services, Dayton, OH - Dayton, OH
CRS

It all starts with thinking outside the box and being creative and not afraid of trying something new and unique.  If we do same thing as our competition does we get what our competition gets, which in many cases is not satisfying. Always be thinking about your unique selling proposion (USP) to set you apart in your profession.  Thanks for sharing your thoughts

Feb 26, 2015 07:49 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Alexandra,

I will be on the lookout for the Vogue issue to catch their 12 page spread! Apple continues to study and enhance their marketing but their under lying value is their unparalleled service no matter what price point! Apple has it down in creating an "experience" for purchasing their product. There is never a better feeling for a client than feeling valued!

Feb 26, 2015 07:59 PM
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Going after a bigger piece of the apple, the market of stuff you and I need, can not live without. And then broadening it to include trinkets and gadgets we don't need but think we better buy. Marketing, love the create a need, satisfy the itch fun and games, sport.

Feb 26, 2015 08:19 PM
Juli Vosmik
Dominion Fine Properties - Scottsdale, AZ
Scottsdale/Cave Creek, AZ real estate 480-710-0739

Ron and Alexandra, you are SO RIGHT - the brand starts the conversations, which is the free part.  However, I think we should go back and see how they got started promoting their brand.  It would be a good study in superior marketing.  They probably started by out spending the competition.  Now that they're established, the other play catch up.  But,they had to start somewhere. 

Feb 26, 2015 08:58 PM
Nicole Doty - Gilbert Real Estate Expert
Zion Realty - Gilbert, AZ
Broker/Owner of Zion Realty ZionRealtyAZ.com

I'm working on a few of these brand positioning strategies myself. It's in the early stages but over the next few years I think it will really pay off. 

Feb 26, 2015 10:50 PM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

While I applaud Apple for their ingenuity, I hardly find it necessary. They have positioned themselves so well, I can't imagine going to anyone else for this type of device. Our family owns a Mac desktop, two Macbook Pros, a Macbook Air, two iPad Airs, an iPad and four iPhones.

Feb 27, 2015 01:09 AM
Patricia Kennedy
RLAH@Properties - Washington, DC
Home in the Capital

Hi, Ron and Alexandra!  You can find this post on today's "Last Week's Favorites". 

Mar 01, 2015 10:20 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thanks Patricia, we appreciate your including us among the favorites.  We just got home from dinner, and I just noticed this.  A

Mar 01, 2015 12:20 PM
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

How could I have missed this Ron & Alexandra Seigel? Apple is a wonderment in marketing and I actually can't wait to get my hands on the magazine to catch their new "wears". Here via Patricia Kennedy!  

Mar 01, 2015 07:45 PM
Roger D. Mucci
Shaken...with a Twist 216.633.2092 - Euclid, OH
Lets shake things up at your home today!

Excellent marketing by Apple....and certainly makes them the "category killer"..... 

Mar 01, 2015 08:11 PM