Throwback Thursday:Branding Moment with History plus Localism Strategy

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Services for Real Estate Pros with Napa Consultants

Standing out from the crowd of sameness is a concept we highly recommend to those who want to dominate their marketplace in the real estate industry. Whether you are a luxury real estate marketing professional, or focus on any other part of real estate, differentiation is key in your branding and strategy.  Here is an example of using a brand strategy that implies history and localism.

 

We came across these bottles of wine (pictured above) in one of our favorite upscale supermarkets in town.  These bottles stood out among the rest.  They look like they came from and ancient cellar laden with dirt and dust, when making glass bottles had not been perfected.

 

Our research revealed that in 1952, Père Anselme came up with the idea to create a bottle that would evoke the origins of wine.  Its theme (according to their website) "The wild movement of the grenache vine twisted in the strong Provence Mistral wind".  Mistral is a strong, cold northwesterly wind that blows through the Rhône valley and southern France into the Mediterranean, mainly in winter. Even the bottle reflects the force of the Mistral winds, and the gnarled vines.

 

This bottle shape is a “fiole”.  Translating the French into English, it means, vial, or flask. In ancient times, liquids in vials were thought of as precious and of great value.  The bottle was created by local master glass craftsmen, and is exclusive to the Brotte family.  

 

The fiole is used to bottle non-vintage wines, a blend of the best vintages of Chateauneuf-du-Pape from current and past years. This is a common practice in the Champagne region.  Quite often you will find that the non-vintage blends taste better and rated higher than their vintage counterparts.

 

Reviews on this wine are mixed among the critics. We did not buy it on the look or label.  We admired it for its originality and concept.  They do stand out among the rest with their brand strategy of history plus localism.

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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
3,214,908
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Good morning,  Alexandra and Ron - a little gimmicky but it may "work" . Is it worth the risk? It didn't turn you into buyers.

Mar 07, 2019 09:15 AM #2
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheila Anderson I think this may have appealed to the romantic French side of the world.  There is so much written about the Mistral in French lore and literature. There is heroism within that of standing up against those vicious forces of the wind...

Mar 07, 2019 09:21 AM #3
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs we are the wrong target market for this.  This is a great French notion, or heroism in the face of destruction of the Mistral.  The gnarled century old vines have withstood the winds and live to tell the tale with their precious output of juice...The French love drama. 

Both Ron and I were at a restaurant in Rome in the Old Jewish Quarter.  The building was partially built in Roman times, added to in Medieval times, etc.  The wine steward took us to the Roman built wine cellar, still in use down some rickety steps way underground.  The wine bottles were dusty and dirty, but not twisted like these.  There were even a few amphoras found there.  So my credibility was strained here!

Mar 07, 2019 09:28 AM #4
Rainmaker
2,456,873
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I love the look of those bottles, Alexandra.  They make me think some pirate secreted them away, and they were only recently found.

Mar 07, 2019 09:29 AM #5
Rainmaker
2,456,873
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Mar 07, 2019 09:37 AM #6
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat "Aye Matey!"  The wine is reasonably priced at $20-25 depends on where one buys it.   Happy Thursday to you.  A

Mar 07, 2019 09:39 AM #7
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature in my favorite group!  Happy Thursday!

Mar 07, 2019 09:53 AM #8
Rainmaker
1,552,913
Bob "RealMan" Timm
Ward County Notary Services - Minot, ND
Owner of Ward Co. Notary Services, retired Realtor

That is really good marketing Ron and Alexandra Seigel I know I'd purchase it if it were in my price range just because I thought the bottle was cool.

Mar 07, 2019 11:57 AM #9
Ambassador
1,897,556
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

So glad you told the price I was looking on the website and could not make head or tails of it in American dollars Ron and Alexandra Seigel  I also loved the unique shape of the bottle I may have purchased it as a gift I so depend on your recommendations as I have no clue when it comes to wines 

Mar 07, 2019 12:03 PM #10
Ambassador
1,791,734
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Well I'm going to ponder this a bit ( Michael Jacobs is rubbing off on us). I like the concept, and the look - except maybe for the dusty aspect. I doubt it would compel me to buy it - unless it was recommended. 

Mar 07, 2019 12:22 PM #11
Rainmaker
1,137,683
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - No doubt that bottle and lable stand out from the rest. If the price point is right, I might try it. It would get my attention first and I woud check it out. If priced above the rest, I would probably put it back, unless I was going for the novelty and conversation. 

Mar 07, 2019 01:13 PM #12
Rainmaker
1,026,812
Susan Haughton
Long and Foster REALTORS (703) 470-4545 - Alexandria, VA
Susan & Mindy Team...Honesty. Integrity. Results.

interesting!  While I find the look of the bottles very intriquing, I would not be able to bring myself to buy a bottle of wine that looks dusty.  I'm not a germaphobe, exactly, but this would bother me a bit. LOL

Mar 07, 2019 02:46 PM #13
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Susan Haughton I had a similar reaction of "dirt" on the bottle.  It definitely is realistic.  I see it as a bit of drama French style.  A

Mar 07, 2019 02:53 PM #14
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® I have seen it priced for f$24.95 at Costco, and a bit more elsewhere.  The reviews from the experts rated at an 86, which for me is not good enough to buy...I would taste it, if someone else bought it. A

Mar 07, 2019 02:55 PM #15
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD the non vintage idea is definitely a good one when it comes to Krug Non Vintage Champagne.  They create an alchemy of tastes with their best vintages...Fom reading the reviews we would not buy it, for the same $$ you can get a decent Chateau-Neuf-du-Pape, in our opinion.  We are not its target market!  A

Mar 07, 2019 02:58 PM #16
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams it depends on who you buy it for (24.95$ at Costco).  It embodies, drama, French tradition, romance, and according to the reviews an OK wine.  I am always fascinated by this type of branding, they have their market no doubt about it.  A

Mar 07, 2019 02:59 PM #17
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm in answer to your question the price is between $25-29, depending on the store.  A

Mar 07, 2019 03:00 PM #18
Ambassador
3,748,301
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- I have to admit that I am not knowledgable at all about wine. My friend and I would joke that we bought wine based on the labels or look of the bottle. I'm sure I would have bought this one. 

Mar 07, 2019 07:19 PM #19
Rainmaker
4,277,116
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib my father's advice to me was drink the wine you like.  That is all that matters.  When we first started getting interested in wine, we probably drank stuff that today we would not touch.  We learned and our tastes changed.  One of the times we were in France, we stayed in Chablis.  Chablis was the rage in the US among women because it was considered "low-cal".  When we tasted Chablis in France, we were stunned at how amazingly good it was...and this was a moment that sparked our wine knowledge...we are still not that well-versed, still learning.  A

Mar 08, 2019 08:46 AM #20
Rainmaker
150,489
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Great marketing.  They have aged the bottles and made them look... vintage!  Presentation is so important.  Extends to your web, business card, stationery, etc.

Thanks for this example!

Apr 06, 2019 05:03 AM #21
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