From Todays Branding Strategy Insider - Brand Storytelling Strategy Today, brands play in an intensely competitive attention economy where human attention is the scarcest resource of all. Storytelling has emerged as the valued currency of this vital new marketplace for capturing customer hearts and minds. Neuroscience now backs up the long-held belief that story is the most powerful means of communicating a message. Savvy marketers understand this and are moving their customers through powerful brand stories. Running a winery has an endless stream of new stories to add to the original..the what and why the winery was started. On the world stage of wine the key part of this message should be intensely competitive attention economy. At least on a weekly basis US wine shops add new wines which must be hand sold...so after that first week who is promoting your wine to consumers? If you think its the wine shop owner you are mistaken...they have already moved on...forget that your wine will sell itself...there are thousands of choices for the consumer to choose from...in two weeks they may barely remember what your label even looks like. Your importer/distributor only gets to tell the shop owner (maybe....if they have time) and the restaurant owner...at the pace that American businesses run today there is virtual no time to sell anything let alone hand sale one wine week after week. There is generally only one voice that can guarantee an actual story and a consistent voice...and that is you the winery!
Posted on: Fri, 27 Jun 2014 19:05:17 +0000
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