The Basics
What is present in all areas of your winery, and if done well, separate you from your competitors?
A BRAND
The first step in developing a brand strategy.
DEFINE YOUR CATEGORY
There are three types of brand positioning – the Product, the User and…
THE SITUTATION
A type of benefit that is intangible and rooted in consumer feelings or moods when using a product.
EMOTIONAL BENEFITS
This competitive position seeks to expand the category with offshoot products or features.
FOLLOWER
The Annual Silicon Valley Bank DTC report is an example of this type of research.
SECONDARY RESEARCH
An analysis of your Weaknesses and Threats is listed in what brand exercise?
SWOT ANALYSIS
The three competitive positioning strategies are Leader, Follower and…
CHALLENGER
A brand’s tone can change depending on what the situation dictates, but this should never change.
BRAND VOICE
What famous psychologist came up with the Brand Archetypes?
CARL JUNG
This marketing tool attributes human traits and emotions to the brand.
BRAND PERSONALITY
This marketing tool is a visual grid with an axis that shows your brand’s relative position to others.
A PERCEPTUAL MAP
These are rooted in psychology and gives a brand a human identity and personality, setting it apart from brands like it.
BRAND ARCHETYPES
This is an external force out of your control that is negatively affecting your company, and it may or may not be specific to you.
THREATS
A formulaic statement that ties all of your brand work together, including the category, target, point of difference, and support points.
POSITIONING STATEMENT
A high-level statement that stipulates what you’re trying to achieve is called what?
A MISSION STATEMENT
This is the document you pull together to inform designers or writers about your brand.
A CREATIVE BRIEF
These points are why your customer should believe your claims.
SUPPORT POINTS
This is the representation of the brand visually and lyrically and should run consistently through everything you do and not change.
BRAND VOICE
A paragraph or document that details how you are going to achieve your mission statement is...
A BUSINESS STATEMENT/PLAN.
How you are viewed against others in the same category.
YOUR POSITIONING
Your Unique Selling Proposition is the intersection between what you do well, what your customers want, and what else?
WHAT YOUR COMPETITION DOES WELL
A type of benefit that is typically associated with the product or feature.
RATIONAL BENEFITS
The five brand personality types are Excitement, Competence, Ruggedness, Sophistication and…
SINCERITY
This product category is consistently rated as the most important to create a strong brand trust/affinity.
FOOD & BEVERAGE CATEGORY