Branding Moment: Brand Extension-- Rich, Sweet and Chic!

By
Services for Real Estate Pros with Napa Consultants

There are those in every profession who are in the mindset that their brands have to appeal to all segments of the marketplace.  Their logic is that as one segment of the marketplace moves into another economic strata, their customers will remain loyal to their product line or services.  This is what is known in the marketing world as Brand Extension.

 

There are real estate firms who appeal to luxury clients, over 55 communities, first time home buyers, commercial, industrial, investment real estate, and so on and so forth.  You name it, they have it, and if some new branch of real estate is invented, they will add it to their firm.

 

Pictured above (below the title) is the latest brand extension of a well known Champagne House, Veuve Cliquot.  Veuve Cliquot's marketing has been a favorite of ours. Their marketing team has always has been innovative and creative.   We even wrote a post about their then latest packaging in November of 2017, which they continued this year adding new cities (pictured below).

 

As lovers of Champagne, we were intrigued by the label and promptly researched this new product, the Rich line! The target market of the Rich brand is the cocktail drinkers.  According to the Veuve Cliquot website, champagne that can be poured over ice, or have an ingredient or two added to the glass. Below is a link and and the explanation from their site:

 

Created expressly for mixology,  Veuve Clicquot Rich and Rich Rosé are our most versatile Champagne designed to allow anyone to create their own playful drinking experience. Known for audacity and innovation, the Maison Veuve Clicquot has introduced an entirely new way to drink champagne : It’s as easy as 1, 2, 3 !

 

Furthermore, it is a sweet champagne.  Veuve-Cliquot explains that in the olden days of Russia, Tsars and other noblemen and women would add sugar to their champagne to make it more palatable.  (My Russian grandparents (A) would have had an apoplectic fit, if I would have added sugar to my Champagne),

 

The branding for this line extension is to appeal to the HENRY (High Earners Not Rich Yet, aka affluent millennial) psycho-graphic.  This is also known as the aspirational set.  A large percentage of this category, follow what is cool and in based on social trends and derive their identity from owning and purchasing specific brands that they feel reflect who they are or what they stand for.

 

Just for fun, I showed the "Rich" image to other Champagne loving friends.  Some of them felt that it lessened the Veuve-Cliquot brand image, some did not like the label, some thought it was fun but they would never buy it, as some felt the word "rich" was pretentious and unappealing!   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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Rainmaker
3,043,048
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron - even though I don't qualify to be a "Henry" - your post makes me feel a bit bubbly.

Dec 04, 2018 09:17 AM #2
Rainmaker
2,844,466
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Ron and A ,  I keep wondering how I can brand "Where there's a Will, There's a Way" Some day i will figure it out!

 

Dec 04, 2018 10:02 AM #3
Rainmaker
2,321,958
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

The thought of adding sugar to champagne is interesting!  It kind of makes me want to try it!  But, I'd hate to waste a good bottle of bubbly in an experiment, but just maybe. . .

Dec 04, 2018 10:18 AM #4
Ambassador
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Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

I am not a big  drinker but I do like a glass of champagne now and again  socially Ron and Alexandra Seigel I go by the recommendations of others

Dec 04, 2018 10:58 AM #5
Rainmaker
4,042,053
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat given that the price range of this bottles is $49-S79 a bottle, this would be a super expensive experiment in my opinion.  If you have a Trader Joe's near by, see if they have this pink Champagne at your store.  It is priced $9.95, made in the French style from a winery in Sonoma.  This is the second year they have had it, and my friend Walt (a wine expert) and I suspect that it is from a French owned winery...The style is similar, and it is really, really good. 

A

Make Sure it says North Coast Sonoma.  A

Dec 04, 2018 11:12 AM #6
Rainmaker
4,042,053
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Will Hamm given that it is a common saying, I would presume that it would not be trademarkable or registered.  However, I would consult a trademark attorney to make sure.  You can also do an online search on this, but it would not be definitive.   A

Dec 04, 2018 11:14 AM #7
Rainmaker
4,042,053
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs What I told Myrl above.  This North Coast bubbly is lovely and is priced perfectly for us who enjoy being Frugal now and then.  Seriously,  it is wonderful, as I would be certifiable if I paid $49-79 dollars for a Champagne meant as a mix...A

Dec 04, 2018 12:24 PM #8
Rainmaker
4,042,053
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sally K. & David L. Hanson Cheers to you!  A

Dec 04, 2018 12:25 PM #9
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams if you were here, I would not serve this to you.  It is not our style of Champagne...but to each their own!  We all differ in our taste bud arrangement.  A

Dec 04, 2018 12:26 PM #10
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Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I love a rose chamapagne and this company was mentioned in Casablanca if I remember correctly. Louie was recommending it to the Germans.

Dec 04, 2018 02:27 PM #11
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Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

Your posts are always a joy to read Ron and Alexandra Seigel 

Dec 04, 2018 06:58 PM #12
Rainmaker
2,643,353
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I do like the first photo over the other two.  Now, I'm not much into champagne, in any form. 

Dec 05, 2018 01:05 AM #13
Rainmaker
4,957,624
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thanks for sharing the interesting branding.

Now, we need some taste tests!

Dec 05, 2018 04:32 AM #14
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Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I do love champagne!   I take it to be fun in spirit and would buy it also for the packaging. 

Dec 05, 2018 08:11 AM #15
Rainmaker
1,437,034
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra Seigel, I like the packaging, the label as well as champagne, I would buy this bottle. 

Dec 05, 2018 11:21 AM #16
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Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra

Interesting!! I do like Veuve Clicquot - we enjoyed a bottle for Thanksgiving - but not sure about the mixing. And definitely no sugar to be added.

Jeff

Dec 05, 2018 01:20 PM #17
Rainmaker
965,992
Corinne Guest
Barrington Realty Company - Barrington, IL
Barrington Home Buyer Advocate

I don't really think they need to worry about brand awareness anymore. Who does not know of them. Even I who prefers Prosecco does. 

Dec 06, 2018 11:55 AM #18
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Corinne Guest one should never stop staying in the mind of consummers.  Assuming that they don't need to do that, is a cardinal offense in marketing.  It  give others the opportunity to make themselves more prominent. People have short memories, when the newest thing comes along like the next best thing!.

Tide soap who is the #1laundry soap in sales, takes full page and sometimes double page ads in the print media. 

Dec 06, 2018 12:06 PM #19
Ambassador
1,684,634
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

We had some North Coast last night. I would not buy this champagne and also woud cringe at adding sugar, or anything else to champagne. Cheers! 

Dec 07, 2018 06:52 AM #20
Rainmaker
4,042,053
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD I was talking to Walt, wine man at TJ's. and he was laughing his head off at the label.  This brand reminds of the "precious outfit" we saw together in Montecito.  This is what someone wearing that would happily drink, "champagne on ice!"  I found a quote today for my post that reminded me of you for my post, and your solution as "dance" with are in agreement both with Alan Watts and Leonard Cohen!  Have a great Friday! 

A

Dec 07, 2018 08:50 AM #21
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