Case in Point: Preventing your brand from being defined by what it doesn’t do
Case in Point: Preventing your brand from being defined by what it doesn’t do
Feb 19, 2012 6
(Washingtonpost) - The big idea: Often, brands are positioned not by their actions but by lack thereof. Once-successful brands may find themselves repositioned by competitors’ actions or changing consumer tastes. A good hard look at the brand’s roots and relevance may reveal sufficient muscle to get back in the game, not by expensive and risky repositioning, but by reinvigorating what made it great at the start.
The scenario: Built on French winemaker Bernard Portet’s dedication to quality and consistency, Clos Du Val was a 30-year-old, privately held, family-run, luxury Napa Valley wine company. In 2001, despite three decades of producing fine Bordeaux-style wines distinguished by balance, elegance and complexity, Clos Du Val fell out of the pack of must-have Napa wines.
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