Crafting Your Winery's Unique Story
A muddled identity can reduce a winery's share of mind among its customers, imperiling its commercial viability. Ensure your winery stays "on message."
by Stan Hock
Sep 2005 Issue of Wine Business Monthly
As last year's presidential campaign dramatically illustrated, politicians go to great lengths to "stay on message," regardless of the questions posed to them. They skip immediately to their key message point: "My opponent is a flip-flopper," "The president misled the country about Iraq," and gnaw on it like a dog with a fresh bone. While this Pavlovian posturing can be maddening, it serves a purpose. In a media-saturated society that bombards us ceaselessly with torrents of words and image...
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