The Nomacorc
Exchange
Napa
November 2013
Innovate: screw with the
brains of
colleagues, competitors
& customers who’ve
gotten used to the way
things are.
Innovate: profitably screw
with the brains of
colleagues, competitors &
customers who’ve gotten
used to the way things are...
Who the hell’s
Robert Joseph?
And why should I
listen to him?
1964-1975… Slaugham Manor Hotel,
Sussex, UK
How’s this for
15th century
branding?!

1975-1983 Burgundy, France
1983-2005… Wine International
Magazine
International Wine Challenge
1984-2006… Books...
2005… Le Grand Noir
2006… Meininger’s Wine Business
International
2010… DoILikeIt? Research
and consumer insight
Research/consultancy client list:
Accolade
Concha y Toro
Direct Wines
Louis Jadot
McGuigan Wines
Origin Wines
Santa Marghe...
The McGuigan
project
Brief: to introduce
consumers to 50
McGuigan wines.
Give them
confidence to
experiment.
Build the McG...
Share your
views on your
favourite
foods. And
maybe reveal
that you don’t
eat seafood.
Or cake.
Now share
your tastes in
wine. And
reveal your
dislike of oaky
whites. And
any kind of
red.
Here’s the book. With
your name on it.
John doesn’t like red wine – so he’s reassured to
get a white recommendation with his steak
25k QR scans... 5,000
e-books downloaded.
Not bad. Could do
better…
And the winners
are..!
I’ve got listings…
Three minutes all about
ME! That’s what I love
about the wine industry!
A few thoughts about
ambience… And the
way we were.
The only track I really like

90 channels and
nothing worth
watching
And today…
The me-shaped
world
And
tomorrow?
It wasn’t me that
was speeding
officer – it was
the car!
How do consumers
learn about our brands
in 2013?
The wine communicators of the
late 20th Century
The way we were….

Pepe

Fluffy

Bob
Connie
Fluffy
Bob

Pepe

Barbie

Connie
Bill
Bill, the wine
man

Terry, the hi-fi
nerd

Doris, the
ski buff
Some people know how
to force you into their
ambience.
Oh, look! A
mirror for
our cat!

I’d rather be at
the dentist…
Companies will know us
better than we know
ourselves – and serve
our every need.
Before we know
we need it.
What happens
if/when this all
goes too far?
Why do we buy
wine, anyway?
Interested in wine

Wants to look good

Keep loved ones
happy
Avoid
problems

Need a drink!

(alcoholic)

Maslow’s (slight...
Target
So, what is
wine in 2013?
Vintage Grape variety
Appellation

Soil

WIN
Critical
E Winemaker

recognition

Region

Traditional wine “qualities”/cues
Vintage

Grape variety

Appellation

GRAB
ABA

GRape BAsed
Beverage
Alcohol

WINE

Soil

Critical
recognition
Winemaker
Re...
GRABABA is B L B
Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay

Grape variety

Appellation

Moscato

Merlot

Whi...
Some wines are just wine
Of many wines there is nothing to be said. They are just wine. It’s
foolish to say anything more ...
Fruits (fruity wines)

Moscato
White Zin
Apothic
Newts (neutral wines)

Pinot Grigio
SA Chenin
Cutes

Cupcake
Little Black Dress
Skinny Girl
Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay

Grape variety

Appellation

Moscato

Merlot

White Zin

Cava

Cup...
Spanish Red
Pinot Grigio

Vintage

Yellow Tail
Moscato

Appellation

Merlot

WINE

Soil

Critical
recognition

White Zin
C...
Spanish Red
Pinot Grigio

Vintage

Yellow Tail
Moscato

Appellation

Merlot

Cupcake

WINE
Critical
recognition

White Zin...
Spanish Red
Pinot Grigio

Vintage

Yellow Tail

Appellation

Merlot

Moscato

WINE
Critical
recognition

White Zin
Cupcake...
GRABA
BA
50-75%

WINE LILUGO
15-30% 10-20%

These proportions will vary …
… from market to market, consumer to consumer…
…...
Look at each of the wines on the shelf

Which category do you think it primarily
falls into: GRABABA, Wine or LILUGO?
And ...
Look at each of the wines on the shelf

Which category does the producer
think it primarily falls into:
GRABABA, Wine or L...
Look at each of the wines on the shelf

Which category does the
distributor/retailer think it primarily falls
into: GRABAB...
Look at each of the wines on the shelf

Which category does the consumer
think it primarily falls into:
GRABABA, Wine or L...
Is it
• packaged?
• priced?
• marketed
• distributed?
appropriately
The medium is
the message…
Who said that?

The medium is the message
Marshall McLuhan
I Love you and want
you…

I Love you and
want you...

I Love you and
want you…
For some reason, I’m
what you find when you
type “wine in Sweden”
into Google

64% of wine in Sweden is now in cardboard
For some reason, I’m
what you find when you
type “wine in Sweden”
into Google

64% of wine in Sweden is now in cardboard
I’m a “paper” bottle –
just to let you show off
your “green” credentials
If you can create
your own packaging,
why not…

Create your own ambience
Create your own
ambience..?

Create your own ambience
What if we could
change our
shape?
And profitably
extend our
brands?
And turn our
customers into brand
ambasadors?
Discussion
points
Ambience…
Creating your
own?…
What is wine?
Understanding
the consumer
What they want
from a wine on a
particular
occasion
Positioning
the product
Extending
the
product?
Making a
friend of the
the consumer
Thank you.
Please argue with me – and
question my thinking.
robertjoseph@unforgettable.com
@robertjoseph
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation
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Counterintuitive thinking and innovation: the Robert Joseph Nomacorc Exchange Presentation

  1. 1. The Nomacorc Exchange Napa November 2013
  2. 2. Innovate: screw with the brains of colleagues, competitors & customers who’ve gotten used to the way things are.
  3. 3. Innovate: profitably screw with the brains of colleagues, competitors & customers who’ve gotten used to the way things are.
  4. 4. Who the hell’s Robert Joseph? And why should I listen to him?
  5. 5. 1964-1975… Slaugham Manor Hotel, Sussex, UK
  6. 6. How’s this for 15th century branding?! 1975-1983 Burgundy, France
  7. 7. 1983-2005… Wine International Magazine International Wine Challenge
  8. 8. 1984-2006… Books...
  9. 9. 2005… Le Grand Noir
  10. 10. 2006… Meininger’s Wine Business International
  11. 11. 2010… DoILikeIt? Research and consumer insight
  12. 12. Research/consultancy client list: Accolade Concha y Toro Direct Wines Louis Jadot McGuigan Wines Origin Wines Santa Margherita Wine Australia
  13. 13. The McGuigan project Brief: to introduce consumers to 50 McGuigan wines. Give them confidence to experiment. Build the McGuigan Brand value by linking to food
  14. 14. Share your views on your favourite foods. And maybe reveal that you don’t eat seafood. Or cake.
  15. 15. Now share your tastes in wine. And reveal your dislike of oaky whites. And any kind of red.
  16. 16. Here’s the book. With your name on it.
  17. 17. John doesn’t like red wine – so he’s reassured to get a white recommendation with his steak
  18. 18. 25k QR scans... 5,000 e-books downloaded. Not bad. Could do better…
  19. 19. And the winners are..!
  20. 20. I’ve got listings…
  21. 21. Three minutes all about ME! That’s what I love about the wine industry!
  22. 22. A few thoughts about ambience… And the way we were.
  23. 23. The only track I really like 90 channels and nothing worth watching
  24. 24. And today…
  25. 25. The me-shaped world
  26. 26. And tomorrow?
  27. 27. It wasn’t me that was speeding officer – it was the car!
  28. 28. How do consumers learn about our brands in 2013?
  29. 29. The wine communicators of the late 20th Century
  30. 30. The way we were…. Pepe Fluffy Bob Connie
  31. 31. Fluffy Bob Pepe Barbie Connie
  32. 32. Bill
  33. 33. Bill, the wine man Terry, the hi-fi nerd Doris, the ski buff
  34. 34. Some people know how to force you into their ambience.
  35. 35. Oh, look! A mirror for our cat! I’d rather be at the dentist…
  36. 36. Companies will know us better than we know ourselves – and serve our every need.
  37. 37. Before we know we need it.
  38. 38. What happens if/when this all goes too far?
  39. 39. Why do we buy wine, anyway?
  40. 40. Interested in wine Wants to look good Keep loved ones happy Avoid problems Need a drink! (alcoholic) Maslow’s (slightly) revised hierarchy of needs
  41. 41. Target
  42. 42. So, what is wine in 2013?
  43. 43. Vintage Grape variety Appellation Soil WIN Critical E Winemaker recognition Region Traditional wine “qualities”/cues
  44. 44. Vintage Grape variety Appellation GRAB ABA GRape BAsed Beverage Alcohol WINE Soil Critical recognition Winemaker Region (Acronym by Centre for Registration of Acronyms & Pseudonyms
  45. 45. GRABABA is B L B Spanish Red Pinot Grigio Vintage Yellow Tail Chardonnay Grape variety Appellation Moscato Merlot White Zin Cava Cupcake WINE Soil Critical recognition Winemaker NZ Sauvignon Region Apothic (Bought Like Beer) (Unlike wine – which is bought like Craft Beer)
  46. 46. Some wines are just wine Of many wines there is nothing to be said. They are just wine. It’s foolish to say anything more about them, but still some people try. Jamie Goode - Wine Manifesto 2013
  47. 47. Fruits (fruity wines) Moscato White Zin Apothic
  48. 48. Newts (neutral wines) Pinot Grigio SA Chenin
  49. 49. Cutes Cupcake Little Black Dress Skinny Girl
  50. 50. Spanish Red Pinot Grigio Vintage Yellow Tail Chardonnay Grape variety Appellation Moscato Merlot White Zin Cava Cupcake WINE Soil Critical recognition Winemaker NZ Sauvignon Keep Light Region
  51. 51. Spanish Red Pinot Grigio Vintage Yellow Tail Moscato Appellation Merlot WINE Soil Critical recognition White Zin Cupcake Grape variety Winemaker NZ Sauvignon Keep Light Region LILUG LIquid O LUxury GOod
  52. 52. Spanish Red Pinot Grigio Vintage Yellow Tail Moscato Appellation Merlot Cupcake WINE Critical recognition White Zin Lafite Cristal Napa Cab Soil Cristal Korbel Grape variety Winemaker NZ Sauvignon Apothic Region Keep Light Our notion of luxury may depend... On culture, personality, situation, finances
  53. 53. Spanish Red Pinot Grigio Vintage Yellow Tail Appellation Merlot Moscato WINE Critical recognition White Zin Cupcake Lafite Champagne Napa Cab Soil Cristal Korbel Grape variety Winemaker NZ Sauvignon Apothic Region Keep Light LILUGO is also very often B L B (How many people really care about Champagne vintages?)
  54. 54. GRABA BA 50-75% WINE LILUGO 15-30% 10-20% These proportions will vary … … from market to market, consumer to consumer… … and occasion to occasion
  55. 55. Look at each of the wines on the shelf Which category do you think it primarily falls into: GRABABA, Wine or LILUGO? And on which occasions?
  56. 56. Look at each of the wines on the shelf Which category does the producer think it primarily falls into: GRABABA, Wine or LILUGO? And on which occasions?
  57. 57. Look at each of the wines on the shelf Which category does the distributor/retailer think it primarily falls into: GRABABA, Wine or LILUGO? And on which occasions?
  58. 58. Look at each of the wines on the shelf Which category does the consumer think it primarily falls into: GRABABA, Wine or LILUGO? And on which occasions?
  59. 59. Is it • packaged? • priced? • marketed • distributed? appropriately
  60. 60. The medium is the message… Who said that? The medium is the message
  61. 61. Marshall McLuhan
  62. 62. I Love you and want you… I Love you and want you... I Love you and want you…
  63. 63. For some reason, I’m what you find when you type “wine in Sweden” into Google 64% of wine in Sweden is now in cardboard
  64. 64. For some reason, I’m what you find when you type “wine in Sweden” into Google 64% of wine in Sweden is now in cardboard
  65. 65. I’m a “paper” bottle – just to let you show off your “green” credentials
  66. 66. If you can create your own packaging, why not… Create your own ambience
  67. 67. Create your own ambience..? Create your own ambience
  68. 68. What if we could change our shape?
  69. 69. And profitably extend our brands?
  70. 70. And turn our customers into brand ambasadors?
  71. 71. Discussion points
  72. 72. Ambience…
  73. 73. Creating your own?…
  74. 74. What is wine?
  75. 75. Understanding the consumer
  76. 76. What they want from a wine on a particular occasion
  77. 77. Positioning the product
  78. 78. Extending the product?
  79. 79. Making a friend of the the consumer
  80. 80. Thank you. Please argue with me – and question my thinking. robertjoseph@unforgettable.com @robertjoseph

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