Archive for October, 2011

The power of an urban legend.

Monday, October 24th, 2011

Wine growers, or maybe it’s the wine marketers, seem to understand the power of a yarn.

The Boobook owl is the story that Forest Hill Vineyards, in the great southwestern region of Western Australia, use to market their Cabernet Merlot variety. Apparently the owl’s very distinctive call can be heard around the vineyard at night.

While the name Annie’s Lane, in the Clare Valley, came from the story of Annie Wayman. This is what’s on the back of their label.

Annie Wayman was a legend in the Clare Valley. She could always be relied upon to bring along sandwiches and a warm drink to harvesters and pruners in the vineyard at the turn of the 20th century. One evening, Annie’s horse and cart got bogged in a lane adjacent to one of the valley’s best vineyards. Thus, Annie’s Lane was born.”

Most people buy wine just before they consume it and most are heavily influenced by the label, so what better way to get these impulse buyers to choose a product, than to give them something to remember it by, a good story?

Henry Ford famously made the claim about the colour range of the Model T.

Any customer can have a car painted any colour that he wants so long as it is black.

It’s these stories that empower the consumer to talk about a product and that’s the best way to get it remembered.

The copywriter has long used story telling to aid brand association. However with the current trend, of little or no copy in ads, this art has been lost.

I guess I will just have to read more wine labels.

Caravanning isn’t daggy but the vans are.

Monday, October 10th, 2011

One of the biggest problems facing the caravanning set is their image.

Not them personally, however they do need to get rid of the silly hats, but the image of the small block of flats they are towing.

Caravanning became popular in the US in the 50s’ and it seems as though the graphics used by the manufactures has been caught in a time warp from the same period.

The Googie design style was used by bowling alleys, petrol stations and caravan manufactures, with great success, just after WW2.

This retro look has been made popular again by companies who want to hark back to a simpler era, however it sends the wrong message when it comes to contemporary long haul touring.

I toured Europe in the 70s in a VW Combi Van and, for the time, it was state of the art.

It had a modern look that was devoid of all the crap graphics that are so prevalent on today’s motor homes and caravans.

Their exterior belies what is inside these travelling condos. They have Sat Nav, wireless internet and solar electricity, yet they look like they have come from an episode of Father Knows Best.

The Grey Nomads, who travel the planet in these mobile penthouses, are being branded as daggy by the very image of the brands they driving.

The man who made history, is history.

Thursday, October 6th, 2011

Steve Jobs was a modern day Leonardo da Vinci, a technical visionary with an aesthetic taste for art, design and typography.
Every time I turn on my Mac, answer my iPhone or listen to my iPod, I will think of him.