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FF - Seeds of success

Your brand is unique. Does anyone care?

The legacy of Andrew Ehrenberg is haunting brand managers in all categories – and wine is no exception. Andrew Ehrenberg was a German-born, London-based, marketing scientist who worked in academia for over 50 years, publishing over…
Reach - Seeds of success

Social media’s disappointing numbers game

Businesses are pouring resources into social media content – but is it worth it? Social media is a peculiar beast. Marketers have somehow been divided into those “who get it” and those who are sceptical. Among the wine people “who…
Reach - Seeds of success

Mature correlations

Marketers’ obsessions with youth may be premature, at least in some markets If you are a careful reader of marketing media (and Wine Intelligence Network News), you could be forgiven for concluding that Millennials are now the only consumer…
Reach - Seeds of success

Festivals and wine brands: how to chase and capture Millennials’ imaginations

Millennials can be a tough crowd, but perhaps festivals offer an opportunity for wine brands to make their mark on the minds of this most elusive of demographics.
Reach - Seeds of success

Seeds of success

What can innovators do to break down a consumer’s natural distrust of the new?