Your SlideShare is downloading. ×
How to Build A Brand
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How to Build A Brand

1,793
views

Published on

Presentation by Stormhoek Founder Graeme Knox to the Brand South Africa Bloggers Tour, December 2008

Presentation by Stormhoek Founder Graeme Knox to the Brand South Africa Bloggers Tour, December 2008

Published in: Business, Travel

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,793
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
115
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. From nothing, a brand
  • 2.
    • It’s a treat
    • It’s a reward
    • It must always communicate specialness
    • It must be available to the target market
    Wine is a luxury purchase
  • 3.
    • Talk to your target market
  • 4.
    • Thresher’s Voucher
  • 5.
    • It was infectious
    • Monday, Nov 27th :
    • Tuesday, Nov 28th :
    • Friday, Dec 1st :
    37,000 Downloads 56,000 Downloads 715,000 Downloads
  • 6.
    • The infection went viral
  • 7.
    • ...by the 10 th December 2006...
    • Threshers incremental sales
    • for December
    • Over 15m Pounds
  • 8.
    • It all started here...
  • 9.
    • And the beginning...
    2003
  • 10.
    • Catching the eye in the crowd…
    in the world’s second most competitive business sector
  • 11.
    • Our options were to use traditional media...
  • 12.
    • But “old” media has disadvantages...
    • Cost
    • One way message
    • Impersonal
    • Inflexible
  • 13.
    • Whereas new media is...
    • Person to person
    • Flexible (turnaround in minutes)
    • Enormous potential reach
    • Inexpensive
    • Interactive
  • 14.
    • And interactivity creates...
    • Loyalty
    • Trust
  • 15.
    • So how did the .com blog do?
    Technorati authority = 250 Top 20,000 blogs in the world
  • 16.
    • And if you Google(d) “wine”...
    In 2007
  • 17.
    • Sales in the UK (£5.99)
  • 18.
    • And the wines...
  • 19. Premier Class Winner 2007-2008
  • 20.
    • The UK’s most popular wine writer chose his favourites…
    And if you consider that of 17 South African wines that got a mention ... 3 were from Stormhoek
  • 21.
    • But that’s not all...
    Best Consumer Campaign in British Liquor 2006
  • 22.
    • And more...
    American Marketing Association Awards 2006 World Marketing Top 50 and 41 more...
  • 23. Newsmaker of the year…
  • 24.
    • South Africa’s Top Marketing Award
    Grand Prix Best Brand Marketing in South Africa Best brand campaign – small budget category
  • 25.
    • The heroes who’ll take SA forward
    • By Jeremy Sampson for the Times (CEO of Interbrand)
    “The companies and individuals who won gold or won Grand Prix should be treated as heroes. They are the best South Africa has.” “ Winner of the Grand Prix for Brand Campaign was Wellington winery Stormhoek, which showed that there are indeed some in the wine industry who understand how to build a brand internationally.” “ The Grand Prix award went to Stormhoek. It is an example of a David succeeding against several Goliaths, and a true international success story.” “ South Africa needs heroes. Countries with strong brands have strong economics. These are the people who will take SA forward.”
  • 26. Orbital Crash
  • 27.
    • The NIEW ( N ews I nformation E ntertainment W eb) people
    • Social marketing in more than one dimension
    • Entrench your brand in the world of your target market
    • Ignore all of the rest
    Our target market
  • 28.
    • Move with your market
    • Measure, assess, adopt their values
    • Communicate fun, news, information
    • Be memorable
    • Never stop
    Everything is media
  • 29. Blog growth (.co.za)
  • 30. Sales Growth
  • 31. We hit the ground running 2008 growth
  • 32. Over 400 000 people Ranked in Top 25% Average reach per Tweet
  • 33. Over 650 members Members help each other find Stormhoek or find specific Stormhoek wines Stormhoek group
  • 34. 580 friends Big Love
  • 35. Stormhoek will be first in liquor industry Find Stormhoek treasure hunts Find unusual wines The Grid
  • 36. “ the winery blogger no. 1 in the world…” “ My professors are…fascinated by your company…” Stefania Doria, final year student Net Economics, University of Trient, Italy, 23 rd November 2008
  • 37. Be innovative Then be good Stormhoek.co.za
  • 38.