Wednesday, October 1, 2008

Another Sip of A.B.B.


Anything But Bland (A.B.B.) seems to have hit a nerve with readers of this post.

Like a wrath of grapes.

"The Land of Bland" (Posted Sept. 30,2008) generated an inordinate amount of feedback, virtually all of it consistent with the desire to see the complete and utter eradication of Bull$*#t in the way business is conducted in the Year 2008. We don't want to hear Bull$*#t in advertising messages anymore than we want to endure it at staff meetings or the way we interact with customers.

Coincidence or not, two friends (on separate coasts) suggested The Seamless Brand (TSB) check out two great examples of A.B.B. Behaviour, both of which have roots in the wine industry.

"The world doesn't need another wine or, for that matter, another winery," says Bernie Hadley-Beauregard, the marketing mind behind popular wine brands Megalomaniac, Blasted Church and Laughing Stock. "The only way for a new wine to get noticed is to elbow your way in and make another bottle fall to the ground." A good name can get you noticed. It can set you apart from the legion of wineries that market the picturesqueness of their vineyard or the medal-winning quality of their finished wine. "Everyone goes into the business to make good, quality wine. They may not always be successful, but everyone claims quality winemaking as their focus," explains Hadley-Beauregard, who developed an inventive new brand concept for Beamsville, Ontario winegrowers Jan and Krystyna Tarasewicz. The trick, the Vancouver-based branding guru says, is to find "innovative ways to be different." With that in mind, ask yourself, would you be more interested in a winery named Pointer's Hill, Polona Vineyard, Four Ponds, Silent Night or The Organized Crime?

You can see the results of this approach for yourself at:
http://www.organizedcrimewine.com/

But wait ....there's more!

Still in the wine category is Gary Vaynerchuk, developing a vast following as an Internet celebrity. As a young man, Gary took over the family business, a New Jersey liquor store and over a period of 6 years,rebranded the business as Wine Library which transformed from a local store doing roughly $4 million in sales to a $50 million national industry leader. On February 21, 2006, Gary launched Wine Library TV (WLTV), a free daily video blog in which Gary tastes and reviews wines. He has made TV appearances on Late Night with Conan O’Brien and The Ellen Degeneres Show, and has been featured in the LA Times and Washington Post.

He is also emerging as a social media sommelier as witnessed by his A.B.B. remarks at the recent Web 2.0 Expo in New York.



Do think there is something Gary Vaynerchuk talked about that is worth exploring within this context of A.B.B? Is there a way this could apply to your personal or business brand?

How will you take this ball and crawl, walk and run with it?

Only you can weigh the risk of opening a bottle of A.B.B. and whether it is worth tasting.


"Here's to the corkscrew - a useful key to unlock the storehouse of wit, the treasury of laughter, the front door of fellowship, and the gate of pleasant folly" W.E.P. French

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