Wordless Wednesday: Purchase Decisions Based on Branding!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

luxury real estate branding

Statistics show that since most people are not wine experts, they are prone to purchase by looking at the label.   This explains why winery owners are willing to spend $80,000 plus to create a brand for their wine labels.  Here is how we made our decision.  

We both stopped to admire the label.  We loved the play on the word rose, for  Rosé wine.  We appreciated that the logo's medieval feel incorporated both rose buds and roses for this wine.  

We did not buy it, because neither one of us are that fond of Rosé wines.  If we had a friend who liked this type of wine, we would have bought it, and would admit that we had not tasted it.  

So given that the label was attractive, we continued our investigation. We looked in to their red wines and found out that their red is a blend of several grapes, and blends do not appeal to us.

Neither one of us knew what "Apothic" meant. It would have been helpful if  the label explained it.  We knew the meaning of the word apothecary (an old time pharmacist).  According to their website, the word apothic is a derivative of apotheca. "a mysterious place where wine was blended and stored in 13th century Europe".  The dictionary defines it differently as a "repository, a place of deposit, as of wine, oil books, etc."

Would you have bought this wine?  Inquiring minds would appreciate your opinion.

Happy Wednesday,

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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Rainmaker
2,221,057
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I am so influenced by label....no question!  Name and branding can make or break a product.

Sep 10, 2014 10:07 AM #3
Ambassador
1,554,435
John McCormack, CRS
Albuquerque Homes Realty - Albuquerque, NM
Honesty, Integrity, Results, Experienced. HIRE Me!

Debbie bought a couple of bottles of wine to keep out. I'm not allowed to open them.  I have been informed their branding / marketing is to be seen and not tasted :)

Sep 10, 2014 10:15 AM #4
Rainmaker
6,210,842
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Interesting wine labels do attract attention. However, there are hundreds of different creative wine labels in a large store. You need more that a label to be competitive.

Sep 10, 2014 10:23 AM #5
Ambassador
3,986,387
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

I like the interesting names of wines and even the color of the glass attracts me. Yes if it was a modest price and if I liked Rose's (which I don't) I would buy it based on the name and bottle design.

Sep 10, 2014 10:28 AM #6
Ambassador
2,047,866
Silvia Dukes PA, Broker Associate, CRS, CIPS, SRES
Tropic Shores Realty - Ich spreche Deutsch! - Spring Hill, FL
Florida Waterfront and Country Club Living

Alexandra, I do like interesting labels and expressive names for wines because typically, German wines which I grew up with have those type of names but they also usually tell me what grape has been used. 

Sep 10, 2014 11:35 AM #7
Rainmaker
774,384
Joanna Cohlan
Fresh Eyes For Your Home - Chappaqua, NY
Designing, Decorating & Staging Westchester Homes

I love interesting names and word play BUT, the word apothic conjures up a pharmacy and lots of potions-things that are mixed together-not sure that I would have bought this wine because of that name and I don't like a rose!

Sep 10, 2014 11:48 AM #8
Rainmaker
3,531,844
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra, I had their blend as well as their Pinot Noir, it is an OK wine for being south of $20 a bottle,for wine. Not the most exiting one but not bad...just sayin, Endre

Sep 10, 2014 03:06 PM #9
Rainmaker
3,531,844
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

P.S.: I actually tried their Blend because of the name:))), Endre

Sep 10, 2014 03:07 PM #10
Ambassador
1,544,210
William Johnson
Retired - La Jolla, CA
Retired Real Estate Professional

Hi Alexandra, I am quite sure I would not have. I love red wine  but not Rosé. And I actually don't like the label. I don't gravitate to fancy labels.

Sep 10, 2014 04:47 PM #11
Rainmaker
2,385,427
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning A & R. I am often pull in a direction of a well designed label. Love your post as it makes all the sense in the world.

Sep 10, 2014 09:03 PM #12
Rainmaker
3,526,861
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

Probably would not buy it for someone else because the name doesn't sound appealing, but the label was attractive...

Sep 10, 2014 09:41 PM #13
Rainmaker
3,332,846
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

To my eye...the black background is a detracting element....and the kind not to our taste....we would pass.

Sep 10, 2014 09:48 PM #14
Rainmaker
443,820
Dianne Goode
Raleigh Cary Realty - Raleigh, NC
Realtor/Broker

I would totally buy that wine!  Yes, I choose wine by the label -- what other criteria do I have to go by?  For all other products, I use the customer reviews on Amazon.  < Pause to picture wine reviews on Amazon too:  "Served this wine at my husband's birthday party.  He drank beer instead." >

Sep 10, 2014 10:14 PM #15
Rainmaker
710,890
Patty Da Silva, Davie, Southwest Ranches Cooper City, Plantation, Weston, REALTOR
BROKER of Green Realty Properties® - 954-667-7253 - Davie, FL
Top Listing Broker

Hello Ron and Alexandra- I think I wouldn't. It looks gothic to me. Nothing against gothic though, I just like the wine to be simple yet elegant.

Sep 11, 2014 12:55 AM #16
Ambassador
2,166,874
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

No, I wouldn't have bought the wine. I am pretty careful about wine purchases and do some research, regardless of how tempting the label. ( I did once buy a wine because it had a cool fish label - as I recall, it was decent wine too, wish I could remember it better. ;) )

 

Sep 11, 2014 02:14 AM #17
Rainmaker
5,219,425
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thanks so much everyone for contributing you opinion to our inquiring mind.  

Debb,  I remember that label, it was cool, and like you I could not recall it.  Now, I will be looking for it.

Patty,

I understand, the brand does not appeal to you.   If someone told you, it was great wine, would you buy it?

Dianne Goode Thanks for doing that bit of research.  What a telling review!

Sally,

I totally understand.

Larry and Sheila,

Thanks for stating that so well, it is interesting how people react differently.

Joe,

Even my mother who knew French Wines, would be pulled by the labels.

William,

Thanks for sharing that, so you probably would have passed right by it, and ignored it.

Endre,

Thanks for your review, and we are of the opinion that life is too short to drink OK wines,

Joanna,

The name does conjure weird energy, and mixing secret potions!  Maybe there is an audience for it.

Silvia,

I have seen some beautiful German labels, and like you I want to know the grape, not a whole bunch of grapes blended.  

Thanks Debbie for your feedback, funny how we all look at things,

Roy,

You are so right about that, to be competitive, you better have some good stuff.

Sharon,

The majority are drawn to the label, but if you don't like it, you may feel cheated in some way.

Dorrie,

First impressions so true, but what if it is just that!

Paul,

We all witnessed that phenomena.  LOL A

 

Sep 11, 2014 07:58 AM #18
Rainmaker
3,858,690
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

A/R - I admit to being pulled into a purchase by reading a label or because of the look or "feel" that it may convey.  I'm also influenced by third parties when it comes to a subject where my knowledge may be more limited and wine selection is definitely one of those areas.

Sep 12, 2014 01:06 AM #19
Ambassador
1,014,337
Sharon Paxson
Compass - Newport Beach, CA
Newport Beach Real Estate

Hi Ron and Alexandra, I actually love that label and great interpretation on your part. Yes I would buy it for the label, and had no idea that labels cost that much, but it makes sense. I actually bought a wine with the label Butter - and I was told it is a great buttery chardonnay.

Sep 12, 2014 01:08 AM #20
Rainmaker
2,570,898
Rebecca Gaujot, Realtor®
Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

I do love a good red wine, but not Rosé.  Lately, I have been drinking white wine. I do love the lablel on this bottle of Rosé.

Sep 12, 2014 07:02 AM #21
Rainmaker
3,531,844
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra I agree life is too short to drink Bad Wine, but when the budget only allows OK wines...well then:)) we must adjust:))...On the serious side I totally agree with you, Endre

Sep 12, 2014 03:35 PM #22
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