Comments on: the stormhoek branding exercise

By: james

james — Thu, 01 Feb 2007 22:03:36 +0000

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!

By: Tracy

Tracy — Thu, 01 Feb 2007 04:40:29 +0000

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?

By: robert

robert — Tue, 30 Jan 2007 23:50:48 +0000

“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!!!

By: Jay

Jay — Tue, 30 Jan 2007 21:39:29 +0000

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.

By: robert

robert — Tue, 30 Jan 2007 19:59:11 +0000

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.

By: hugh macleod

hugh macleod — Tue, 30 Jan 2007 18:54:10 +0000

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?

By: Duncan Drennan

Duncan Drennan — Tue, 30 Jan 2007 18:43:51 +0000

“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.

By: robert

robert — Tue, 30 Jan 2007 18:40:54 +0000

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.

By: john

john — Tue, 30 Jan 2007 13:25:53 +0000

Too many ideas. Keep it down to three or four.

By: niti

niti — Tue, 30 Jan 2007 10:42:28 +0000

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

By: Bill Olen

Bill Olen — Tue, 30 Jan 2007 09:25:08 +0000

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.