HOW TO GET YOUR MARKETING MESSAGE ACROSS WITH 3D VIDEO TECHNOLOGY – PART2

Bridging the Imagination Gap In Marketing New Construction

In Part 1 of this article series we noted that one of the biggest challenges that luxury real estate professional face when marketing new construction, whether it is a single-family residence or an entire master planned community is bridging the imagination gap. Most prospective buyers need to see the finished product before they are willing to hand over dollars to reserve a home or a condominium unit. 

You may recall that people were lined up to reserve a Tesla Model 3 way before actual production. But, the Model S and the SUV already were on the road. To make it easy for buyers to imagine what it would be like to live in the Residence Club in Ocean Reef Florida we collaborated with an award winning videographer and also one of the top international 3D animation firms to create a very compelling visual experience. See the 3D video on this page: http://residenceclubor.com

Interactive Floor Plans

To help make the experience even more immersive we also created two interactive floor plan maps. The first one allows prospective buyers to see and compare the floor plans for each unit. See the interactive floor plan on this page: http://residenceclubor.com/design

The second interactive feature enables them to see photos of the each of the lifestyle features incorporated in the18,000 square foot Concierge Clubhouse, such as the spa, the theatre, and the bistro. See the interactive floor plan on this page: http://residenceclubor.com/concierge

Together, the interactive floor plan maps and the 3D video create a method for bridging the imagination gap. These elements are a necessity, if you plan on marketing a new project prior to completion of construction. 

Brand Strategy Involves Using The Right Colors Like A Sunflower Does!

The importance of communicating with color when it comes to your brand identity should not be underestimated or taken lightly. It is part of the brand strategy. Just because you love a certain color does not necessarily mean, it should reign supreme in your brand color scheme.   Take a lesson from the Sunflower pictured above.

There is so much more to learn in terms of color.  The photo above clearly illustrates the many yellow hues in a sunflower.  It is not just one yellow, it takes so much more to fully communicate its essence.  The brand, sunflower, is a combination of yellow-based colors in varying hues.

Colors trigger emotions. When we look at a sunrise or sunset, the range of colors displayed evokes a feeling of joy, of awe, romance or even a sad or happy memory.  Colors communicate texture, smooth or rough through proportion or a different hue of the same color.  Colors evoke attraction or repulsion depending on the perception of the viewer.

When expressing reliability, most companies rely on the families of dark blues, navy, gray, and blue toned reds to communicate genuineness, solidity and reliability. You have no doubt heard the expression “true blue”.  For instance, there are three different real estate company signs side by side in a townhouse development in town.  From a distance, it is hard to distinguish one from the other.

Two of them are big box companies. It is not uncommon for big companies to use the colors of “reliability.”  One is an independent broker who wants to look like the other two, or a “me too” look.  All three have different hues of blue and white as part of their signage.  

However, that combination by itself also says stodgy, old fashioned, slow to embrace change because of the usual layers of bureaucracy. Although the independent broker is progressive in nature, he has done himself a disservice in our opinion by mimicking the big boxes and confusing his potential clients.

What should be taken into account when it comes to color selection are the environmental color signals in your real estate market place. You also choose the colors that would attract the clients to your style of doing business. 

In selecting a combination of colors to work with, take a lesson from the sunflower. When all is said and done, take time to explore the range of colors to match your brand strategy, and communicate your essence. 

Branding Moment: Is Your Brand Name Easy to Recall?

The selection of your personal or company brand name is extremely important in the real estate game.  The idea is to make it as easy as possible for people to recall your name. If you can get your target market to make the association of your brand name with your brand category, your strategic differentiator and the benefits your brand provides in just one impression, you can accelerate your word-of-mouth advertising.

One of the biggest branding mistakes that real estate agents and companies make in selecting their brand name is to use initials. Unless you already are very well known with your full name, it is wise to steer clear of initials because they are very easy to forget. Kentucky Fried Chicken spent millions of advertising dollars over years to get their brand to top-of-mind status in the fried chicken niche before they distilled it down to KFC. The same applies to IBM, 3M and JFK!

Here is an example of a brand name that sticks in your mind after just one impression, which is the ultimate goal of picking the right name: Howell’n Good Doggie Dentals.  The ad depicted above is a perfect example of outstanding branding and advertising, one of the best we have ever seen.

Why this ad works perfectly:

Brand Name: First, the brand is a take off of the owner’s name Charmaine Howell.  A howl is a cry of pain or fear or amusement. The brand category is also cleverly conveyed in the name: Doggie Dentals. It rhymes, which makes it fun and easy to remember.

Strategic Differentiator: Clear communication of the strategic differentiator:  Veterinarian Supervised and No Anesthesia

Benefits: Clear articulation of benefits: Safer and More Affordable. Visual results: Before & After photos.

Logo:  Name and strategic differentiator distill in a well-designed symbol and/or font that conveys the brand’s personality.

Do you want to accelerate your word-of-mouth advertising? Make your brand name easy to recall! 

The Power And Luxury of Laughter!

Having a sense of humor and being able to laugh easily is a must for a luxury or any other real estate marketing professional.  Given the nature of the business which often involves a life changing decision and the myriad of emotions that accompany this decision, it is important to sometimes bring relief to a tense situation by introducing a lighter side.  The importance of laughter cannot be underestimated.

"The most wasted of all days is one without laughter." e. e. cummings

When something is both rare and desirable it becomes a luxury.  Laughter is a luxury regardless of economic conditions. Being joyful is the state of abundance. That is why we love the idea of emphasizing LOL (a.k.a. laugh out loud) as the abbreviated version of the Language of Luxury.

“Your sense of humor is one of the most powerful tools you have to make certain that your daily mood and emotional state support good health.” ~ Paul E. McGhee, Ph.D. 

Laughter also creates bonds in teams.  Teams who share a familiar joke (“you had to be there, to appreciate how funny it was!”) perform better in stressful situations.  Emotional laughter releases beneficial hormones which help you maintain a positive attitude.

“Against the assault of laughter nothing can stand.” Mark Twain

As grownups, we tend to be serious, and even those who feel they have a great sense of humor are not laughing enough.  A recent study revealed a startling fact.  Children up to pre-school age laugh about 300 times a day.  Adults on the average laugh about 15 times a day. 

"Hearty laughter is a good way to jog internally without having to go outdoors." Norman Cousins

Wishing you all an abundance of laughs today...

Branding Image: Curiously Compelling, Daring, Mysterious & Eccentric!

Using mystery and whimsy as part of a brand identity and image in luxury real estate, any other real estate niche or for any other business is bold and daring. It may leave some shaking their heads and walking away from it, others intrigued and wanting to know more.   One thing for sure, it is memorable and not easily forgotten.  It will attract those who identify with it.

We salute it as a departure from the steady hum of bland that has plagued and  characterized so many brands.  They can be described as: "careful not to offend or differ" brand images and identities.  Gucci,  the most valuable Italian fashion brand, has embraced "mystery" as part of its expanded new image. (Pictured above at Gucci's window in Beverly Hills).

Ever since Alessandro Michele, was appointed creative director of Gucci in January 2015, the Gucci store windows have been a sight to stop, look and contemplate. He has reconfigured the look and feel of the Gucci Collections and global brand image. The print ads are equally creative and mind boggling. Below is part of the cover fold in the Spring issue of Porter Magazine.

Vogue Magazine described him perfectly,

"Gucci's new creative director, the unknown Alessandro Michele, is a lot like the woman he champions: daring, curiously compelling—and with a streak of mystery and eccentricity."

We have noticed that some of the other luxury brands have been influenced to go beyond their ordinary safe limits.  Is it time for real estate to embrace a touch of mystery, whimsy or daring?  It is one way to stand out!

Branding Moments: An Example of An Underserved Market Niche

If you are bound and determined to be the go to luxury real estate marketing agent or company or any other segment of the real estate markets, you must find a way to stand out or suffer the consequence of blending into the great bland of business.  One of the best ways to do this is to find the underserved market niche.  Here is an example:

This morning, we spotted this new store in Beverly Hills (pictured above), What Goes Around Comes Around.  The principals, Seth Weisser and Gerard Maione began collecting vintage luxury in the early 90’s.  They had noticed that existing vintage stores had lost their luster when it came to merchandising and collecting vintage clothing and accessories. 

In 1996, they opened their first vintage luxury store in New York, followed by the second in the Hamptons, and the third in Los Angeles. In order to  better serve their clientele  they  relocated the Los Angeles store to Beverly Hills.  

In an interview we read, it was obvious that they understood the psychographics of those who shopped in each store and stocked it with the right merchandise. Here is what they said to Amuse Magazine, “Our NYC clientele is chic and trend-driven,” Gerard says. “The Hamptonites are into more classic pieces and prints, and our LA clientele is primarily high-profile, so they like pieces that are extremely rare and unique.”

Have you spotted an underserved market niche?

Branding Moments: The Story Charmed Us Into Buying!

If you have followed our blogs, you probably are aware that besides creating brands and brand strategy for our real estate clients, we study brands day in and day out.  One of the best areas to examine brands is in the wine industry.  Competition in the global wine industry is even fiercer than in real estate. Whether selecting an agent or a bottle of wine without a direct referral, you have very little time to make a great impression and stand out from the crowd.

One way to make a great impression besides having a brand that stands out is to also have a great brand story or be  charmed into buying.  The close-up of the label pictured below is of wine made with native "cruvino" grapes. The red fox on the label also a native lives in the hills.  The fox is waiting for a berry or two to fall. Because of their low yield and tendency to drop the fruit when ripe, vine growers in the Ligurian area of Italy have uprooted the grapes.    

In the hills of a tiny village of Varigotti on the Mediterranean are terraces of cruvino that date back to the Etruscan times.  The Ruffino family has been making cruvino wine for over 500 years.  When asked if the family follows "organic methods?" here is their reply: "We're not organic.We just do everything the same way as our ancestors have for hundred of years".

Here are wine expert, Anthony Lynch, remarks:

"medium-bodied red. With notes of fresh berries, pepper, and a sweet spiciness, it will wonderfully complement homemade pasta dishes and roasted poultry and meats."
We were charmed into buying this wine.  We had ours with   pasta.  We made a sauce with tomatoes, spinach and shitake mushrooms.  It was perfect. This was a delightful addition to our wine knowledge, and we will keep it on our list of favorites.

Do you have a brand story that will charm someone to work with you?

How to Get Your Marketing Message Across with 3D Video Technology – Part1

One of the biggest challenges that luxury real estate professional face when marketing new construction, whether it is a single-family residence or an entire master planned community is bridging the imagination gap. Most prospective buyers have difficulties envisioning the completed project and picturing what it would be like to live there. Getting the right marketing message across with 3D animation with advanced lighting and motion tracking solves this problem by bringing architecture, interiors and landscape to life.

We are excited to introduce you to this new video technology that became part of our brand strategy for the marketing of an ultra-luxurious condominium community in Ocean Reef, Florida. This video below was a collaborative endeavor between three companies. We were responsible for developing the brand, writig  the script, i.e., the marketing message and we oversaw the editing, that was artfully executed by an Emmy Award winning videographer who also narrated the video and selected the music. An international firm who specializes in 3D animation provided the video footage.

The Residence Club from Kerry McNally on Vimeo.

Utilizing this technology allowed our marketing message to be heard because we were able to bridge the imagination gap.  We are delighted to report that the project is preselling even before breaking ground.

In Part 2 of this article series we will demonstrate other ways we were able to bridge the imagination gap on the project’s website.

How Does Branding Differ From Marketing?

A brand is an expression of the core values of a company or an individual.  A brand reveals the fundamental reason for its existence, and how it is differs from others in that category. A brand also defines the principles that it lives by.  When someone likes your brand, they are essentially saying, my core values match yours.  People like doing business with people like them.

Marketing is having your brand seen in the right places by the right people who are a match to your brand.  It is based on thoroughly researching the psychographics and demographics of those whose values match yours. The Internet is just one source. Take time to survey your marketplace.  That means actual face-to-face time. And in the long run it will save money, because you will be communicating to the right people rather than taking the scatter shot approach.

In an earlier post, we mentioned the importance of this type of research by citing the example of the agent who when jogging noticed that the homes in his target market read the Los Angeles Times.  When he started advertising there, his listing and sales numbers significantly increased.

Psychographics is a relatively new concept in the marketing and advertising world.  Large firms have made the mistake of opening stores or buying companies that did not fit the overall core values of its brand.  In our town, 8 years ago, Louis Vuitton opened a store at great expense and closed a year later, even though the demographics (i.e. incomes) are some of the highest in Santa Barbara. 

They neglected the psychographic research of the community, whose fundamental values are that their own initials are good enough.  Had they taken the time to research the psychographics of our different communities, they would have opened their store in another section of Santa Barbara, where they would have thrived to this day.

Brand comes first and marketing flows from the brand’s reason for its existence.  Marketing is promoting your brand in the right places where the right people will identify with it.

Foodies Find Silver Lining - Part 2 Focus On A Niche

Had it not been for the recent Santa Barbara fire and flood tragedies that prompted us to get out of town for a break, we most likely would have missed the great culinary adventures that are covered in this article series. Rediscovering nearby Ojai, California, proved to be the perfect silver lining for two luxury real estate brand strategists who happen to also be major foodies. On our trip we not only found some great markets and restaurants but also a wine shop that exemplified excellence in niche marketing: Focus! 

Most luxury real estate marketing professionals are challenged to differentiate themselves from their competition in a sea of sameness.  Local wine merchants face the same challenge. So how can you set yourself apart and build a solid client base of loyal customers or clients? Focus on a niche!

Ojai’s Point de Chêne is a wine shop “with a focus on family-owned, terroir-driven wines, naturally-farmed”.  The main brand concept here is that they have a bespoke (tailor-made) collection of wines, personally selected for their target market that appreciates these values. The brand name incorporates the French word (Chêne) for oak trees, which proliferate in Ojai and also refers to the wood barrels where wines age. 

The key to the success of Point de Chêne is their focus, which resonates with the values of their target market. Family-owned means that the wine is not produced by a large conglomerate; you are experiencing the vision of the owners themselves. Terroir means the complete natural environment in which a particular wine is produced, including factors such as the soil, topography, and climate. An example of naturally-farmed is using horses to pull the wagons that are filled with grapes during harvest vs. tractors that trample the roots of the vines.

The bespoke collection that Bob Huey, owner of Point de Chêne, has personally curated is based solely on this focus.  Once you trust Bob’s taste, which we do, you want to JOIN Bob’s brand, follow his lead and enjoy the journey. Plus, you naturally want to help spread the word to other like-minded wine drinkers who would also appreciate Bob’s focus. That is how niche marketing, done right, works!

On our first visit Bob was not there. But, Jessica Pregnolato enchanted us and clearly articulated the wine shop's extraordinary promise of value. We were instantly delighted and then hooked on Point de Chêne after tasting the wines Jessica personally recommended. 

We cannot wait to share our experience of a Champagne that Bob recommended. It is produced by one of the most up-and-coming young winemakers in the Champagne region. His family has been winegrowing for over 500 years and this young man has brazenly introduced the naturally-farmed methodology to produce a winner! Stay tuned for Part 3!

A Beautiful Brand Image: Can You Identify The Business?

We are firm believers that a brand's image should always communicate the identity of the business at first glance.  In this instance, we were drawn to the aesthetics of the beautiful signage.   The artistry of the sign was evident by using a combination of wood and metal work.  However, the sign did not give us even a clue as to the nature of the business.  Can you identify the business based on the sign?

Branding Moment: Choose Your Words Carefully To Convey Your Message!

Using the right words to convey your message is one of most important factors in branding and marketing yourself and or your company. The right words will emphasize your uniqueness and your value to your intended audience.

Last year, as we were meandering through the back streets of Florence, we walked into this wine store.  We were impressed with the façade and the interior of the store as pictured above.   We had a delightful conversation with the owner, and he furthered our knowledge on Italian wines.

As we walked out, we focused on the name of the store.!  Just to make sure, we knew what the word obsequium meant we looked it up.  We even researched the Italian dictionary to be sure that the meaning and nuances of the word in order to be certain that the meaning agreed with the English version. And they did!

Definition of obsequium.: the customary respectful behavior due from a freedman to his patron or former master under ancient Roman law including freedom from lawsuit by the freedman except with the consent of the praetor (the magistrate) and the duty to support the patron when needy.

Then, we went one step further in our thinking. The word obsequious as an adjective is not exactly one that is flattering. It is defined as: fawning or sycophantic compliance and exaggerated deference of manner.” 

We  cannot figure out how the word "obsequious relates to the wine industry. The logo font is adorned with a Roman column in the design is attractive.  It conveys history and heritage.  We enjoyed looking at their tastefully displayed wines (pictured below.).

From our point of view, we do notunderstand how this brand relates to wine.  As far as this brand is concerned , we appreciate that it provided us with an opportunity to write a branding moment blog post.   Are you using the right words to convey your message? 

Branding Moments: Does Your Brand Make It Easy For Others To Refer You?

The value of a great brand in luxury real estate or any other real estate market is that it makes it easy for others to refer you and your business.  If there is a slogan that accompanies the brand, the slogan should further clarify for others the reason to patronize your business.  

We spotted Perry’s Steakhouse & Grille Sign (pictured above) in the Park Meadows shopping center near Denver, Colorado.  We felt that their slogan, “rare & well done,” described their promise of value. We also liked the double meaning in those four words.

Even though we rarely eat meat, we walked in to check out the menu. We found a fish dish as well as other seafood items.  This led us to make a reservation.  We loved the main course and side dishes we ordered, the ambiance, the wine list, and the dessert.  The service was just right. 

We also shared our experience the next day with all our family members at our Thanksgiving feast.  They live close-by and had not tried the restaurant.  Based on our experience, they are planning to dine there..

Does your brand make it easy for others to refer you?

Branding Moments: Simply Splendid And Memorable Packaging!

If you want to stand out from the crowd of real estate agents, it is important that you really put some thought into the presentation of your marketing materials.  Your marketing materials, which include your web site, are a clear indication of real estate marketing savvy.

Packaging is one of those delightful attributes of a great brand.  When it is well done, it adds to the credibility of a brand. It becomes memorable and something one looks forward to seeing.  

Yesterday we had the pleasure of seeing he latest packaging that Veuve-Cliquot, a well- known Champagne house, established in 1761 and based in Reims, France, came up with this year. Once again, we were wowed by the brilliance of their memorable packaging. 

We have always appreciated Veuve-Cliquot’s brilliant packaging, for many years.  This year is no exception, and no doubt another award winner. The theme is travel destinations: From Reims (home of Veuve Cliquot) to Tokyo, Milan, Miami, Paris, Moscow, New York, Rio de Janeiro and Las Vegas. 

The metal-like gift box is designed as an arrow.  On the box is the distance in Kilometers (9,283) from Reims to Rio de Janeiro.  The top of the arrow slides, and you can insert a bottle of Veuve-Cliquot into it.  It is something the recipient of this gift will keep long after the Champagne has been savored.

Ask yourself, are your marketing materials simply splendid, memorable, and reflect your marketing savvy?

Branding Moments: Are You Using The Right Words To Communicate Your Message?

Using the right words to communicate your message is one of most important factors in marketing. The right words will emphasize your uniqueness and your value to your intended audience.

The words on this Tesla showroom display (pictured above) caught our attention.  Not only did it catch our attention, it jarred it.  What is ludicrous performance? We looked up the definition in several dictionaries including the Cambridge English Dictionary.

Here is the Cambridge definition: stupid or unreasonable and deserving to be laughed at.

Merriam-Webster defined it as: 1: amusing or laughable through obvious absurdity, incongruity, exaggeration, or eccentricity. 2: meriting derisive laughter or scorn as absurdly inept, false, or foolish. —

Would you want to spend around $80,000 on a car that has laughable performance?   Are you using the right words to communicate your message?

Our Swag Bag &The luxury of details: Lessons From The French Laundry

In yesterday’s post, we promised that we would reveal the contents of the bag that was handed to us as we walked out of the restaurant.  As we mentioned before, little details leave big impressions when it comes to brand identity.  Here are a few more wonderful little details we were treated to. The bag you see pictured above is embossed with the logo.

Embossing is a quality cue. Inside the bag was a two-pocket presentation folder (also embossed with the logo) with a signed menu.  In the pocket was a booklet with a directory of the purveyors The French Laundry uses including a description of the business.  What a great way to support the people the French Laundry buys from.

Last but no least were two small  silver tins filled with shortbread cookies made by the pastry chef. It was a perfect experience, and we appreciate the masterful branding of the French Laundry.

Details define the essence of luxury.  Regardless which sector of real estate marketing you are specializing in, attention to details is of paramount importance. Attention to details will help you stand out in the crowd!

Branding Moments: An All In Two Words Brand!

We recently were introduced to the Bee Kind brand.  This brand appealed to us at first glance. It is simple, and the play on words is wonderful. It also doubles as a great slogan!  And the brand made us smile.  It is an all in two words brand.

We  had the opportunity to try these products pictured above as well as their shampoo and conditioner.  All four items were excellent, and we appreciated their natural light fragrance. 

And just because you can, Be Kind today!

Branding Moments: Are You Certain About Your Brand Identity?

Are you certain about your brand identity? Can you succinctly communicate this message as a clear brand signal to your target market so they can instantly grasp how you are distinct from your competition?  In the context of gaining and sustaining market leadership in luxury real estate or any other real estate market segment this is of paramount importance. If you do not have a clear and consistent brand signal your market share will began to erode.

How else can you expect others to spread the good word about you, if you do not give them a clear and concise message about who you are and how you are different?  

The lead photo was taken in front of one of our upscale markets.  It is a perfect example of brand identity crisis.  This regional market chain is known for their beautiful displays and customer service. Someone in the hierarchy was unconscious and opted to re-use watermelon boxes in the wrong season. This type of detail can be instrumental in eroding the brand signal.

In contrast this photo of pumpkins at Trader Joe's emphasizes their brand clearly and distinctly. They were willing to spend on fun boxes (fun is part of their brand signal) to display their pumpkins.  

Are You Certain About Your Brand Identity?

Lessons From Orchids: How To Find Your Personal Brand Signal

Nature understand the importance of brand signals in order to thrive. Here is a lesson from orchids. There are more than 25,000 orchid species and over 100,000 hybrids. Each species has a specific flower suited to a particular insect that will fertilize it. 

Each type has its own signal to attract the right pollinator. Some orchids bloom longer to increase successful pollination, some exude scents to attract bees or butterflies. Others orchids use colors as a point of attraction.  Orchids pollinated by hummingbirds and butterflies are usually red to orange tones as well as pink. 

Marketing yourself has to be the same as the orchid. When you know your own signal it becomes easy to decide who is right for you and also where to spend your productive time and energy. You have to stay true to your signal. You cannot waver, if you want to consistently attract the right referral sources, customers or clients.

From a personal branding standpoint, success in luxury or any other real estate marketing is all about striking the right chord with your target market. By virtue of our very existence we send out broadcast signals about who we are.

What signal are you sending out? Are you resonating with the buyers and sellers that you want to attract as clients? Is your personal brand easy to decipher for your target market?

Your success in attracting the right people and circumstances depends on the clarity of your signal. This applies to personal relationships as well as business relationships.

At the core of your broadcast is your passion for what you are doing. Are you passionate about marketing luxury or any other real estate? If not, people will pick up on your mixed signals and your self-contradicted message. This is tantamount to a hiss or a crackling sound from a radio signal when it is not quite tuned in to the correct broadcast signal.

Static reduces the fidelity of your message. Eventually, people turn off to you and your message. Static comes from not knowing who you are and pretending to be what you are not. When your signal is clear you attract the very people who are seeking your signal.

Branding Moments: What Makes You Buy?

Ever wonder why your competitor was given a listing you would have loved to have.  Why did the seller choose them over you?  If you want to know the answer, a good place to start is to observe your own buying habits.  What makes you buy one product over another?  Here is an example:

When we were in Oregon, we were asked to select a wine at the local Albertson’s.  Our friends selected an Oregon Cabernet Sauvignon, and as we looked over the wine section, at the California selection.  This California wine stood out from the usual choices.  Here are the reasons we bought.

1.    The winemaker, Marc Mondavi, comes from a great winemaking family.  His uncle, Robert Mondavi, put the Napa Valley on the global wine map.  This heritage gave this bottle credibility and trust. 

We also knew that unlike some Napa and Sonoma Valley Cabernet Sauvignons, this would not be a fruit forward wine what is known as a “fruit bomb”.  The Mondavi family is known for their Bordeaux style cabs.

2.    The region where the wine is grown, the Alexander Valley, has the ideal hot weather that Cabernet Sauvignon grapes love.

These two factors influenced our 2 minute decision to buy the wine.  We were delighted that we all liked the wine and it exceeded our expectations.  We took a picture of the label to remember it by.

At home, we did further research and expanded our understanding by taking an additional look at the label. Two more factors supported our initial decision for buying this wine.

3.    The red trademark, EX AQUA VINUM, Latin for from water comes wine. We liked the description, “Winemaker and Water Witch Extraordinaire.

4.    The brand story is compelling, winemaker and water witch extraordinaire.  We liked the illustration of the divining rods of a water witch.  Unlike geologists who charge thousand of dollars to dig for water, Marc Mondavi is often hired to use his rods and find water in vineyards for $500. He has built a stellar reputation in both California and Oregon vineyards, and his success rate is 95%.

Analyze your own buying habits, and the decisions and reasons you buy.  You may uncover some interesting factors that will improve your presentation and packaging.  What makes you buy?