Consumer behaviour is fraught with misplaced assumptions and paradoxes designed to catch out unwary brand managers. But there are some powerful learnings for those willing to embrace the topic in all its contradictory glory
Signalling effect: Go big or go home
Do consumers care if a brand is marketing itself in an expensive way? An expensive engagement ring signals long term commitment rather than short term intention; a hand-written letter signals thoughtful and planned care rather than last minute improvisation; and the colourful […]
Wines made using organic, biodynamic and sustainable practices are becoming better known, but consumer confusion persists
The choice monster
Proliferation of options in consumer goods is a fact of 21st century life, but is it a good thing?
Marking your territory
Regions the world over know the value of establishing “territory brands” – but to do so they need a coherent agreed strategy
Does wine tourism boost sales?
Evidence from Friuli Venezia Giulia suggests that tourism can create a legion of ambassadors for a region’s wine offering
From a land down under
A radical overhaul of alcohol taxation and innovative packaging design could have a deep and lasting impact on the Australian wine market
Back to reality
A few reasons to challenge accepted wisdom on Millennials and the wine category
Flavour of the age
As we grow older, so our tastes in wine change – or at least how we like to describe them
Your brand is unique. Does anyone care?
The legacy of Andrew Ehrenberg is haunting brand managers in all categories – and wine is no exception.