Branding Moments: Unique To Be Unique?

By
Services for Real Estate Pros with Napa Consultants
We love the wine industry because it provides so many examples of branding. There are so many great examples with which to discuss a branding moment.
 
When we saw these bottles of Cabernet Sauvignon, we were confused by the name.  The word "Chateau" is a French word for castle.  Smith is not necessarily a French surname, however it is possible that through immigration, there are now French Smith (s) in France. However, this wine is from Washington State. It has nothing to do with France!
 
The font used is Gothic implying heritage and history.  The website reveals that this is a recent brainchild of Charles Smith, formerly a rock band manager, turned winemaker.  Chateau Smith is one of the brands, along with Eve Chardonnay, Kung Fu Girl Riesling, The Velvet Devil Merlot, Boom Boom Syrah, etc..
 
Here are the Winemaker's notes:  Elegant, Raspberry, Cherry, Full Bodied Columbia Valley, Washington- Elegant and nicely focused to show off its bright raspberry and cherry fruit. Lightly veiled in fine tannins, picking up white pepper and cinnamon notes on the lively finish.
 
We laughed at the name and moved on to look at other brands. In our ever so humble opinion, it was unique to be unique!  What do you think?
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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Ambassador
3,577,635
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I got the impression that it was a bit tongue in cheek. If I'm just going by the label (which I have been known to do) it doesn't do it for me. 

Sep 11, 2018 05:38 PM #7
Rainmaker
1,420,737
Bob "RealMan" Timm
Tivoli Custom Homes - Minot, ND
Bob Timm, Project Coordinator for Tivoli Homes

Elegant Raspberry and Cherry??? I would have moved on as well Ron and Alexandra Seigel  

Sep 11, 2018 06:00 PM #8
Rainmaker
3,638,313
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Ron and Alexandra Seigel ,

I'd say NEXT if I came across this. I agree with your evaluation..it just doesn't jive...not a good fit.

Sep 11, 2018 06:04 PM #9
Rainmaker
1,674,911
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

A bit confusing, I'd say; seems contrived.

Sep 11, 2018 07:46 PM #10
Ambassador
2,895,506
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

We here in Washington state are unique to be unique Alexandra 

Sep 11, 2018 10:06 PM #11
Rainmaker
2,643,442
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I'm surprised you and Ron didn't try it.  I'm going to look for it, when I go back to our local beverage store

Sep 12, 2018 02:29 AM #12
Rainmaker
3,043,153
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hello Alexandra and Ron --- I agree unique for the sake of being unique.  I'd pass on it too.

Sep 12, 2018 04:45 AM #13
Rainmaker
2,716,097
Nina Hollander
Coldwell Banker Residential Brokerage | Charlotte, NC - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

A good way to put it... unique to be unique. Wonder how it's paying off for them.

Sep 12, 2018 07:07 AM #14
Rainmaker
2,227,765
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

So much comes from a name and usually it has meaning behind it, but not always.  I have always felt it is better to be unique.

Sep 12, 2018 07:13 AM #15
Rainmaker
3,275,883
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Alexandra and Ron. Well you got me with this one. I am ready to try a bottle.

Sep 12, 2018 08:43 AM #16
Rainmaker
4,957,644
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing this interesting example of branding.

Sep 12, 2018 10:39 AM #17
Rainmaker
4,957,644
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs
Charles Smith 2014 Chateau Smith Cabernet Sauvignon (Washington)
90POINTS
 

Coming from a downright hot vintage, this wine offers quite pure aromas of black currant and black fruit. The palate brings more of the same, giving a very pure unencumbered-by-new-oak look at Washington Cabernet. Lightly grippy tannins provide support.

Sep 12, 2018 10:40 AM #18
Rainmaker
4,043,086
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley even with this rating, I don't think I would buy it.  If a friend does, I would be open to tasting it.  To each their own....A

Sep 12, 2018 01:52 PM #19
Rainmaker
4,043,086
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® you have a good sense of humor.  I love brands that have a congruent package...A

Sep 12, 2018 01:54 PM #20
Rainmaker
4,043,086
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray we just have high standards, I am open to tasting it, but not buying it.  A

Sep 12, 2018 02:02 PM #21
Rainmaker
4,043,086
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib we really enjoy wine.  We usually have a half a bottle with dinner, and we want it to be as good as our dinner, which we prepare with the finest ingredients available. I don't want cute or tongue in cheek.  I want good wine.  LOL !  A

Sep 12, 2018 02:05 PM #22
Rainmaker
589,160
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

Yes, I, too, love the wine industry, Alexandra. Not for its branding, unique as it often is, but for its wine.

Sep 13, 2018 06:51 AM #23
Rainmaker
4,043,086
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Juarez we love wine, however, one of the ways we determined what is in the bottle is via its branding.  A

Sep 13, 2018 08:06 AM #24
Ambassador
3,782,976
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra

Well I have to agree. And the other names seem to fit right in with being unique, just to be unique. I suppose they grab someone's attention. I likely would not choose a wine based on having a unique name.

Jeff

Sep 13, 2018 02:49 PM #25
Ambassador
265,701
Eleanor Thorne
Equity Resources - Cary, NC
Equity Resources 919-649-5058

I love people who think outside the box!  I'm with Jeff, it might not be all of the hipe.

Sep 17, 2018 11:41 AM #26
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