The Hub, Mollydooker, and Brand Identity
The Hub magazine arrived in the mail today and this July/August issue is all about Brand Identity. Having a keen interest in brand and its influence, I began to devour the publication with my eyes. Chock full of great quips and quotes, I decided to capture a few and insert them into my Twitter stream.
After reading a mini article titled Forensic Identity, Lettie Teague poses the question of whether or not creative wine labels are enough to drive repeat purchases.
She profiles Mollydooker, a wine producer in Australia. I learned from this article that mollydooker, a most unusual word, is Aussie slang for left-handed. I thought it was an interesting tidbit to share so I posted it on Twitter.
It was retweeted by one of my 587 followers, and I thought that was not bad for a piece of trivia. However, it was not more than a few hours before I had this Twitter reply!
It was from the Wine Producer Mollydooker‘s Marketing Specialist Krissy Miller! It is clear that they have a search in their Tweetdeck columns for their name, and they seized the perfect opportunity for engagement. As you will see below, our Twitter conversation continued and I found out that Krissy is actually in the Bay Area, and that the Mollydooker wine is available within five miles of me at Total Wine and More in Roseville, CA. In a future post, I’ll have to let you know how the wine is.
If you want to know more about Mollydooker Winery, you can check out their website and you can watch this cool Mollydooker Shake video below.
Regarding the original question of the labels driving repeat sales, the article quoted Mollydooker Winery’s Sparky Marquis, who owns the winery with his wife Sarah Marquis, saying, “when the bottle is poured, it’s not about the label anymore.” It is obviously the taste and quality of the wine that drives sales, but a great name and cool labels don’t hurt their brand identity!! The same can be said of their engaging use of Social Media!
What makes you buy the things you buy? Packaging, taste, habit?
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About the Author: Michele Valencia, owner of influenSPHERE, a Networking & Business Relationship Consulting company, helps new and established business professionals discover and fully utilize their inherent networking strengths to have greater positive impact in their sphere of influence through a mix of old-school networking techniques with a healthy dose of online networking.