Brand design and integrated communication
From an article in the Toronto Star. “This year again, the label on the Negrar Novello from Italy features a lion design by Toronto designer Daryl Woods.” The article also appeared in the newspaper edition.
One of the best marketing books I’ve read in recent years is Punk Marketing by Richard Laermer and Mark Simmons. It has nothing to do with raucous music and safety pins. The book focuses on alternative approaches to connecting with consumers. Stuff that takes guts to do. (disclosure) The book mentions the original getmoredone.com website I did but that was a shock to me.
Novello del Veneto is an Italian wine released annually along side French Beaujolais Nouveau. It’s a flash in the market expected to sell out in about six weeks. To me that’s an opportunity to continue reading…
I am a big proponent of cause marketing. I’ve produced some very successful campaigns. Every company should involve themselves with a cause. It is probably the greatest win-win endeavour in marketing. Of course the cause benefits from whatever compensation they receive from brand. But the brand also profits in both public perception and their bottom line. Studies have found that around 70% of consumers select a brand that supports a cause when choosing between otherwise equal products. But if you’re going to involve your company in cause marketing, do it right.
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Novello del Veneto from Cantina di Negrar is a Vino Novello style wine – the Italian version of Beaujolais Nouveau. It was introduced at the LCBO in Ontario, Canada in 1999 with a label I designed featuring the Lion of San Marco, a symbol of power and prosperity in the Veneto region. Each year since, the wine has been released with packaging emblazoned with a new image of the lion. The designs often draw comments in the media and 3 are featured in the book Exploring Package Design. This year I created a complete archive in the Novello del Veneto Facebook group. You’re welcome to join.
The 2010 design is number 12 in the series. This design celebrates
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This series explores advertising messages that employ specific strategies for success. Part 1 of advertising messages that work focused on special offers. This installment is about making the ultimate claim about your product – that it is the best. All things being equal, consumers want the best products. Best is a powerful marketing statement.
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Last week Apple unveiled a developer preview of its forthcoming iPhone 4.0 software. As expected, many new features were introduced but none of the others will have the impact of iAd, Apples’s mobile advertising venture.
As I watched the live event feed on Engadget, the significance of iAd didn’t hit right me right away. Perhaps the text plus photo stills just didn’t do it justice. I was impressed however with the sample ads Apple had produced for Toy Story 3, Nike and Target. At this point I was content to mentally file it under interesting and follow the news leading up to its release. Then I read a tweet from @TheRiseToTheTop’s David Garland who panned the strategy and suggested any online ads were doomed to fail. I disagreed. The debate was on.
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Woody Allen once said, “Eighty percent of success is showing up.” Advertising works in much the same way. Show up in popular media and you stand a chance that people will recall your product when they’re making a purchasing decision. For successful brands, this image building strategy is often enough to sustain and increase sales without a specific call to action. It’s a long term approach and it’s costly. Most of the marketers I deal with are looking for a more targeted approach.
This series will explore advertising messages that employ specific strategies for success.
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Here’s a tidbit for wine lovers to share at a Superbowl party. Just for kicks.
Have you ever noticed the concave indentation on the bottom of some wine and champagne bottles. The one a savvy waiter puts her thumb in when gracefully pouring a glass of your chosen libation. It’s called the punt. But it has nothing to do with a fourth and long yardage play. There is no consensus explanation for its purpose. The more commonly cited explanations include:
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I can’t believe the exposure I received in the Toronto Star article, It’s Nouveau and Novello time in Toronto again. Writer Gordon Stimmell notes.”…the label of the Italian Negrar Novello, a visually arresting lion motif by Toronto designer Daryl Woods.”
The third Thursday of November marks the release of the new, nouveau, novello wines. These are the first wines of the harvest, transformed in mere weeks from grapes on the vine to wine in the bottle. They are intended to be consumed within weeks of realease. Most well-known are the Beaujolais Nouveau from France. The Italian version is Vino Novello.
