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NEW NORMAL „

brand is missing, you don‘t know what you You make great
are, you only know your name and the name world-class wines - so what?
of your company and that‘s really awfully little. That‘s what I expected; I take it
A living brand - if well-built - will also show

you one half (the other half must be done IRU JUDQWHG &DQǗW \RX RɭHU PH
anything else?
Leoš Bárta
knows: this value is hidden behind this bottle,
this story is hidden behind that bottle and this
or that experience is hidden behind the third
bottle. If you don‘t pay attention to the brand,
then you produce - forgive me my impertinen-
ce - a commodity. Regardless of the quality of
the grapes, the terroir or the ripening time, it
is only a commodity. However, wine deserves
more than that.

STOP, SO THAT YOU CAN SET OUT
IN THE RIGHT DIRECTION
If you‘re saying to yourself right now: „Sure,
I‘ll make a good brand, why not but how to do it?“
- you‘re heading in the right direction. There
are other questions waiting in the line: And
do I have to invite a specialized agency? And
will it cost 150 thousand Czech Crowns (CZK)?
The truth is that a truly professionally built
brand is usually the result of the work of brand
masters and that such work has its costs. In
by a good business or marketing strategy) my case, the amounts range from 80 to 150
of what makes you distinct from other wine thousand CZK but many agencies that make
brands, so it will help you distinguish yourself brands as well as I do, invoice amounts even in
from the sea of winemakers competition. And millions. Let‘s forget all that now. A brand for
to be different and distinct from others means the needs of good marketing can be, so to say,

to survive. home-made but still purposefully created.
You know, in the sea of bottles on store shel- Take a piece of paper and a pencil and dedi-
ves or in the sea of competing websites, you cate an hour or two of your time - feel free to
can, of course, differentiate yourself with co- have two or three glasses, it doesn‘t hurt – to

lour, image, writing or any other „shot in the completing this „questionnaire“ truthfully…
dark.“ But damn, that is not enough. If some- First, ask yourself: What‘s my story, do I have
one buys wine according to a nicer label, it is one at all? And if so, is it a true story or just an
not because he or she is a bad connoisseur of „event“? Is my story interesting enough to tell it
wine, indifferent or even a stupid customer. a hundred times over and over? Is there poetry,

It‘s about the fact that the given wine bottle philosophy and joy of life in the story?
manufacturers can‘t tell the story of their dif- If so - then write that story down. However, be
ference in such a way so that the customer careful not to make it longer than half an A4 / let-
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