January 30, 2007
the stormhoek branding exercise
Over at Stormhoek, we’ve been messing around internally with what we call “Branding Exercises”. Basically, we’re trying to nail down in writing what the Stormhoek brand represents and stands for. It’s still very much a work in progress, but here are some initial, strictly non-definitive thoughts of mine. Anybody else have any ideas? Thanks.
1. We’re a small South African vineyard. We make the best South African wine for the money, end of story.
2. We believe in punching above our weight. In this regard, we’ve been pretty fortunate. We’re known for trying out relatively “out there” marketing ideas. We do that for a reason. When you are a small company in a relatively isolated part of the word, thousands of miles away from your main customer base, you frankly have no other choice.
3. We believe that even a small company like ours can change the world, even in a small way. Why shouldn’t a small wine company in South Africa see large international companies like Google and Microsoft as their competition? Why should the battle only be confined to other small South African vineyards? It makes no sense.
4. “It’s not what you do, it’s the way that you do it.” There’s more to life than wine. Sure, we love wine, we love making it, but it’s a big world out there. We try to make allies not just with other wine geeks, but with other interesting people trying to do amazing things. This is why we’re so drawn to the internet. That’s where passionate people invariably head for.
5. On one level, we take ourselves very seriously. On another level, we try to keep a sense of humor about it all. We try to “keep it real”, which is another way of saying, we try to keep it interesting, as much for ourselves as anyone else.
6. We believe the wine business can use a good kick in the pants. We certainly try to do our part. Burying oneself in the usual blanket of wine clichés to us is not a viable marketing strategy. With hundreds of thousands of vineyards out there, and only so many distribution channels available, you face two stark choices: Either rise above the clutter, or face a lifetime of misery and woe.
7. We live in extremely interesting times. The internet has changed everything. Our story is proof of that. Get with the program or reconcile yourself to entrepreneurial oblivion.
8. It’s just wine, People. Sure, we make excellent product. But let’s not get too carried away. At the end of the day, even the best Bordeaux is just fermented grape juice. What’s more interesting to us is the conversations people have over a bottle of wine. There’s a human element to all this we find utterly mysterious and fascinating.
9. You only live once, and not for very long. Try to make a difference while you’re here. It isn’t just about the money, and it sure as heck isn’t about making “a good product at a good price”. It’s about doing something that matters. It’s about doing something that resonates with both yourself and the people you care about.
10. We humans are incredible beings. Doing something that continually reminds us of this simple, basic truth is where the real fun is.
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You could say,“We’re hackers in how we make our wine, and open source in how we do our marketing.” But you’ve covered the bases pretty well.
that’s the thing, isn’t it? its just wine #8, yet it isn’t. why do I want a bottle? I was thinking about it and it is because of the whole cool quotient of what you’re doing with it online, with the labels, the blogging the tour etc. its the brand mystique, the story that you’re telling in non verbal ways through so many touchpoints — the label, the posters, the tour etc etc
looking forward to seeing what you come up with next
Too many ideas. Keep it down to three or four.
And why mention the size of the vineyard? Fact is size don’t matter or so my women keep reminding me!
Just state what you do and do well. Produce exceptional wine at outrageously low prices.
“a good product at a good price“
It is a chilling phrase…I wish that product makers would just say, “I want to make a *great* product.” Period. The world would be a better place.
I’m thinking I should take a drive out to Wellington (I’m in Cape Town) and meet the guys from Stormhoek.
If “Just state what you do, and do well” was enough, pretty much everybody I know would be retired and living in the French Riviera by now. You?
You mean there is no grand vista of lush green Stormhoek vines stretching across the dusty and sparse Klein Karroo hills and valleys for as far as the eye can see? Heehee!
What’s inside the bottle is what counts and overcomes any perception or misplaced thoughts about estate size. In my opinion, the wine you have launched onto the world stage and onto millions of resaurant and home dinner tables, braais, picnics, Henley Regatta and cosy fireside interludes has a thrilling taste that transcends geography.
It’s out of this world.
But you are correct — leverage anything and create a positive. I didn’t want to give Stormhoek the sympathy vote for being small! They are now big. You made sure of that. And well done you.
Fundamentally, selling wine or books or fancy suits is selling stuff people don’t need. This is one of Seth’s points in Small is the New Big.
People don’t need wine anymore than the people I’m selling to need the books I’m publishing.
They need air and food and, probably, companionship. So it seems to me the origin of your marketing campaign is something like…“We know you don’t need us or our wine. Brought to you with cheek, glamour and the underdog’s fight…“
I don’t need this wine. I don’t drink. But I do want to be associated with products that evoke hipness and realness and humor. So when Stormhoek becomes available for purchase in our tiny, snowswamped midwestern hamlet, I shall buy it for all my wine quaffing friends because I want to.
“I don’t need this wine. I don’t drink. But I do want to be associated with products that evoke hipness and realness and humor. So when Stormhoek becomes available for purchase in our tiny, snowswamped midwestern hamlet, I shall buy it for all my wine quaffing friends because I want to.“
Well hey fella, that the spirit! Sounds good to me as somone who does not drink either. I think Big Love needs to be purchased. Some for givaways and some to keep as a momento of this campaign that Hugh has created and managed so incredibly well. Bastard. I hate successful people!!!
I think people really respond to the story, the narrative behind the label.
Just like in any great story, we want to care about willful, passionate “characters” with a clear goal. We want to understand the motivation of the people involved. What drives them to be uniquely the best at what they do (whatever that best thing is) and why?
Superb. If only I could get some of my clients to understand some of these tenets, particularly No. 8. You’ve taken on a monster task here, trying to build a brand in the wine business, which is notoriously short on brands — or at least it gets very niche very quickly. There is no shortage of winemakers who have tired the ‘cool’ branding thing — Madfish, Fat Bastard, Bulldog’s Piss On Nettles and so on. The big challenge is in making it more meaningful than just a hip name and label — making Stormhoek into something more — a brand which truly ‘kicks the wine business in the pants’. As I’m sure you know, arguably the most powerful person in the wine business in the UK — the head of Beers, Wines & Spirits at Tesco — heavily criticised the wine industry last year for its lack of creativity and innovation, observing that they needed to educate the customer. I hope that Stormhoek will be more than just a ‘cool’ label — in fact I’m sure it will be. But it’s a big job — good luck!