Branding Moments: Are Kangaroos Cuter Than Boars?

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Services for Real Estate Pros with Napa Consultants

 

 

 

One of the rules of brand strategy in any business especially real estate is to speak the language of your  target market.  In order to that, research comes into play.  Research takes time, and discussion in order to decide on an approach.  This leads to a branding strategy which includes a graphic, a name, a reason to exist, and be of value in the marketplace.

We spotted this brand of wine at Trader Joe's recently.  The etching of the boar on the label is beautiful done.  This is a red blend from the Central Coast called Raucous Red Blend.  The winery is called RunRiotWine.  Their slogan is "no rules when wine rules".  Their claim to fame is that unlike other wineries, they don't chase the boars way who roam in their vineyard.  It was initially priced between $22 to $18. 

Our knowledgeable wine friend told us, this wine is very, jammy, fruit forward, not for you.  The reviews were mostly favorable: not a very high rating and not a very low rating.  It is evident they were going for that Kangaroo wine Label (Yellow Tail) market.  This market is for those who just want a good inexpensive wine worrying about the finer points of wine making. 

 

Judging by the "new" price, it is evidently the brand did not attract their target market...Perhaps Kangaroos are cuter than boars to those folks. 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
3,218,284
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Good morning, Alexandra and Ron - and I was just thinking of where a kangaroo and wine might co-exist.  Not!  Australia would have been my guess and I admit Yellowtail Wine did not immediately come to mind.  An interesting discussion.  

May 14, 2019 04:56 AM #4
Rainmaker
4,280,959
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander I think that we are very focused on branding, so we know the brands.  When it came to YellowTail, I had to look it up as Kangaroo brand on Google.  This is not a wine I would buy either  I have tasted it once, but it has its market and fans.  Boars just do not have a positive image, unless one is in Florence and rubs his snout for good luck.  I have every time we have been there.    A 

May 14, 2019 05:23 AM #5
Rainmaker
4,280,959
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs all I remembered is the Kangaroo image on the wine.  Australia is naturally associated with them, and I did not even think of the country.  I just googled kangaroo...They were the first ones to come up with that category of wine.  A

May 14, 2019 05:26 AM #6
Rainmaker
4,280,959
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lottie,

Yes it has to be backed by the right message, the right people and attract the right audience...

May 14, 2019 05:27 AM #7
Rainmaker
4,280,959
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray it only attracted me because of my blogging and teaching about brands.  A

May 14, 2019 05:28 AM #8
Rainmaker
4,835,472
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Ron and Alexandra Seigel (A) wine was never my beverage of choice....vodka was....short glass...splash of tonic....two limes... however, if I were to buy wine, I'd migrate toward a label with purple grapes!!!  I was never assigned that chore of selecting wine!

May 14, 2019 06:37 AM #9
Rainmaker
2,420,175
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

I would give it a try.  I think kangaroos are cuter than boars, but I think they can both be mean when they want to, haha.

May 14, 2019 06:49 AM #10
Rainmaker
5,225,459
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Thank you very much for sharing this experience and your observations.

At $4.99, I might give it a try. 

May 14, 2019 06:59 AM #11
Rainmaker
3,491,955
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Alexandra. I am most taken by your store guy who knows what you like and told you to skip this one.

May 14, 2019 07:47 AM #12
Rainmaker
1,139,544
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Of course, javelina are not wild boars and not even in the same family but they look similar. I think I prefer the look of the babies.  However, as for the wine label. I will take a kangaroo! The price drop says it all.

May 14, 2019 07:54 AM #13
Rainmaker
1,371,067
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

Well, the bottle itself was not very appealing, but I would be all about the wine. Jammy? Never have I heard that term before?? I do not think a jammy wine would agree with me  :)

May 14, 2019 08:12 AM #14
Ambassador
3,751,610
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- Since I'm not a big wine connoisseur, I usually go by what the label looks like. It might catch my eye though.  

May 14, 2019 09:47 AM #15
Ambassador
3,028,481
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

As in real estate, wine is subject to every ones particular taste. I have tasted wine that I thought was vinegar; while others thought it was excellent. I have also toured a house that I thought was awesome where my clients refused to enter. Is it perspective or taste Alexandra?.

May 14, 2019 10:12 AM #16
Ambassador
1,793,380
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

No thanks to boars or kangaroos on wine labels...but, as you aptly mention, these wines have their place in the market. The trick is to market to the right demo and price it accordingly. 

May 14, 2019 11:14 AM #17
Ambassador
2,631,558
Liz and Bill Spear
RE/MAX Elite 513.520.5305 www.LizTour.com - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

If I'm going to spend $20 on a bottle of wine, it's probably going to be on an established brand that I already know has good reviews or a recommendation from a friend.  And as far as the boars running wild...meh...doesn't do a thing for my opinion of the place or my buying decisions.  I'd assume the $20 is already a well-established price point with LOTS of competition, so if you can't bring an "A" game to it, you wind up in the bargain bin.  Bill

May 14, 2019 12:18 PM #18
Rainmaker
2,458,777
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I  love the branding on those bottle labels.  It's whimsical and eye catching.  I'd buy that stuff!

May 14, 2019 07:14 PM #19
Rainmaker
2,458,777
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!  

May 14, 2019 07:17 PM #20
Rainmaker
580,775
Carolyn Roland-Historic Homes For Sale In Delaware and S. Chester County PA
Patterson-Schwartz Real Estate - Wilmington, DE
Carolyn Roland, GRI, CRS

Sounds like you wine drinkers are very observant. I'll take orange juice every day, and it doesn't cause migraines!

May 14, 2019 07:40 PM #21
Rainmaker
3,153,654
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

I am not a fan of fruity wines... give me a Malbec or a Cab any day.... and if I break into a $20 bottle it better be good not just have a pretty label:)) so with that said I remember when the Kangaroo wines were going for $3-$5  dollars:)) Endre

p.s.: loved  Liz and Bill Spear  comment

 

 

May 14, 2019 11:46 PM #22
Rainmaker
3,043,558
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Ron and A,  Branding is important but not sure about this wine, could try it onces just to check it out.

 

May 15, 2019 08:19 AM #23
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