How to Grow an Icon
How to Grow an Icon
A winegrower once said that poorly cared for grapes obviously result in bad wines, yet quality grapes do not necessarily imply quality wines. To bring out the best of a variety’s natural character, you need a detailed understanding of its characteristics, expressions and ideal growing conditions. But most importantly, you need passion.
The same ideology can be applied to the process of growing iconic brands. There are thousands of grape varieties out there, thousands of wine brands, each one with its own personality and set of optimal growing conditions. Despite similarities that may appear on the surface, each grape and each brand is different to all the rest and must be treated accordingly.
DO NOT NECESSARILY
IMPLY QUALITY WINES
Most wine aficionados will have heard that, for decades, Carménère in Chile was thought to be Merlot until the day when a French winemaker revealed its true identity. In this way, Chilean winegrowers had been treating this variety as though it were another, totally misrepresenting its essence. The lesson is that no matter how similar two grapes or brands may appear on the surface, it’s important to dig deep, look closely and understand them for what they really are. Only in this way can creative decisions generate satisfying results.
Brand growth, just like winegrowing, requires constant fine-tuning of each and every detail. From vineyard to bodega, bottling to distribution, those who work with wine must take careful steps to ensure that their elaborations reach maximum potential. From the brief, through the creative process and all the way to implementation, a brand can only grow into an admired icon when emphasis is placed on the minute details. Lasting impressions are achieved when every step of the creative process has been successfully matched to the brand’s needs, style and character.
Lasting impressions are achieved when every step of the creative process has been successfully matched to the brand’s needs, style and character.
So here’s to ensuring that quality grapes are understood, treated properly and allowed to become wines loved not just by their creators, but by the world over. And here’s to guaranteeing that each wine brand is understood, giving rise to creative communications that are appreciated and admired, not just by the brand managers or the creative team, but by wine lovers everywhere.