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 are 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. a
