New 25% import tariff. Now What ?
On Oct. 18th the US began imposing a 25% tariff on a range of EU goods including Single Malt Scotch, Italian cheese, French wine and Spanish olive oil. At first sight, this leads to two options, both unsatisfactory: you can protect margins and increase retail price, but volumes will fall. Or you can protect volumes […]
Sake with character? Meet Akashi-Tai.
Ask a westerner to name a typical Japanese beverage and “sake” will come to mind. Indeed, sake epitomises Japan’s beverage and is associated with style, finesse and complexity. So when the brand team decided to fine tune its positioning, it was a great opportunity to play on sake perceptions and brand truths. Discover here Brand […]
Introducing 135º East Gin, the original side of Japan.
In 2016, Marussia Beverages initiated the distribution for Akashi-Tai brewery, a Japanese artisan sake and spirits producer near Kobe. Together with Kimio Yonezawa – ASB’s General Manager whose family involvement with sake can be traced up to the mid 1800’s – Marussia Beverages created a series of new products. Read here how Brand Reveal helped develop […]
Discover the welcoming side of Japan: Hatozaki Whisky.
Japanese whiskies represent less than 5% of total world whisky sales but their international sales have been marked by a strong growth of Super-Premium brands in Western markets and received considerable attention from various media. In this article we detail how Brand Reveal worked with Marussia Beverages company to develop the positioning of Hatozaki, a […]
Discover the hidden beauty of Pricing.
Be honest: if you ask a marketeer why he/she enjoys Marketing, you will seldom hear “because I love Pricing”. But, if Marketing is about “creating value”, and Pricing is the only mix element with a direct and unambiguous impact on the bottom line, how come this element does not attract more empathy? Read here about […]
Lost in marketing translations?
Terminologies with shared meaning help mutual understanding and better work. With external partners (agencies, distributors…) and within a company (inter departments, affiliates…). This seems obvious and you may ask why a focus on such trivial matter? But misunderstandings happen more often than expected and can create confusion or wrong expectations. For instance: when asked about […]
Learnings from Brand Positioning Workshops : Mamont Vodka.
As Brand Reveal reaches its 5 years of existence with over 30 brands positioning & strategy projects, we take a look at our first client, Marussia Beverages, to share some learning on the “why, how, what & who” of Brand Positioning. Walk the talk: in the summer of 2013, we carried out with Marussia a Brand […]
Shall we keep it simple?
Year ends are good moments for brands to look at past activities and to make plans. And it seems we live in wonderful times when it comes to marketing: a simple look around us shows the singing tomorrows of Artificial Intelligence or Big Data. Sophisticated stuff in a complex world. But, is it not time […]
“Global Wine Production to fall”. So what now !?
News that this year’s global wine production will be at 56 years’ low is all over the net these days. Total production will fall in 2017 by 8%, with leading producing countries such as Italy down 23%. Building value in wines in the long run is a strong imperative, especially in an industry which prides […]
Protect your brand from Multiple Personality Disorder.
Recently I’ve heard a lot about “brand positioning for export vs. home market”. This approach contains the seeds for “brand multiple personality disorder” and the germs of destruction for any brand wit international ambitions. There are ways to avoid this trap and build brands with a single proposition – no matter where. Read here how […]