Are You Marketing To Labels Or Core Values?

Many luxury real estate marketing professionals are often trapped into directing their marketing efforts to labels and concepts. Here are some examples of labels: millennials, baby boomers, generation X, Y, Z, and so on and so forth.  These labels are indicative of trends only. Some marketing pundits feel that marketing to different labels is what attracts them to buy from you.

We wholeheartedly disagree. We find that many core values apply to all those labels. The photo above states the core values of Green Star coffee roasters, where we buy our coffee beans.   These core values are true for many, regardless of their generation label.  Core values are the guiding principles that dictate our paths in life and in business .  It explains why we choose one product over another, or one real estate professional over another.

Marketing to a label is the lazy solution, however, it is not as effective as marketing to core values.   Marketing to core values involves research of the target market.  That research will determine the marketing effort needed to attract the right buyers and the right sellers in your real estate target market.

Are You Marketing To Labels Or Core Values?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Are You A Big Fish? Or Just Another Fish In Many Ponds?

Just because you have a real estate license does not mean that you should sell everything in the category.  What is important is to position you (your brand) in the minds of your target market by choosing a real estate niche that you love, and can satisfy your income goals. The idea is to become the big fish in that little pond.  

Brand positioning is one of the most misunderstood concepts in marketing.  Yet, it is, by far, one of the most important concepts for you to understand as a luxury real estate marketing professional, if your quest is market leadership.  

To accelerate word-of-mouth advertising, you need to make it clear to your target market exactly what category of services (or market niche) your brand stands for. The goal is to be the first brand name that comes to mind in your chosen category or niche.

Positioning your personal or company brand in the minds of your target market enables YOU to establish the brand category with which YOU want to be associated in their minds. If you do not make your brand position abundantly clear by staking a claim to a specific category, or if you try to be all things to all people, they will undoubtedly pigeonhole you in the wrong category.

We know a very talented real estate agent who dabbles in many categories including investments, single family homes, condos, REOs, fractionals, foreclosures, international, commercial, industrial, etc. She hops from pond to pond. To her credit, she makes a decent income by most standards.  But, she does not even come close to realizing her full potential as a market leader, which is easily within her reach if she were to focus on a single profitable category or market niche

In marketing luxury real estate you already have narrowed your category in the overall real estate field.  Now, narrow your category further. Position yourself or your company as the expert in that niche! 

Become the big fish in a smaller pond. Go for the lion’s share of a smaller category and “own” the category in the minds of your target market.  Only then can you capitalize on the amazing economic benefits of word-of-mouth advertising, because your brand comes to mind first in that category.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

The Advantage Of Deep Listening or Listening With Compassion

Except in rare occasions, real estate transactions are stressful to both buyers and sellers. Often they can be life-changing events. If you can understand this one fact and sharpen your skill as a deep listener your practice will flourish. Deep listening helps to relieve the stress of your clients and even your competitors.

Whenever we notice a remarkable coincident we take heed, pay close attention and listen to the “message” that the coincident is trying to tell us. This morning Alexandra mentioned that Benedict Cumberbatch had narrated a documentary, Walk With Me about the 90-year-old Buddhist monk, Thich Nhat Hanh. It is a cinematic journey into the world of mindfulness.

When she was telling me about it (Ron, here) I glanced at my computer and saw a You Tube video of Oprah interviewing Thich Nhat Hanh. Under the caption it said, “Recommended for you”.  So, I jumped on it!

Oprah Winfrey calls Thich Nhat Hanh, “one of the most influential spiritual leaders of our time”. He has been instrumental in helping to popularize the concept of mindfulness, living in the present moment.

What do you think would happen if more people simply listened deeply, with compassion to the fears and concerns of others who disagree with them instead of fighting fire with fire? It certainly could reduce the stress of real estate transactions and increase your value as a concerned professional.  But, in general, it could help to reduce the tensions in the world so we could work together, rather than as adversaries, to create solutions where everyone could win.

Are You Talking to Me?

When working with our clients on their brand strategy, one of the most important parts of our project is to get their messaging right.  We identify the personality and lifestyle of the people they are trying to reach, and then we craft the message in the “language” and even the “dialect” of their target market.  In order to do that, we delve into the community’s lifestyle, habits and mindset (also known as psycho-graphics). 

A few Saturdays ago at the Farmers Market in Santa Barbara, we noticed a videographer following two men.  One of the men was dressed in a chef’s coat, and the other was playing the role of interviewer and promoter.  The interviewer began by introducing the chef in glowing terms, to the farmer, and proceeded to ask the farmer’s name.  He continued on explaining that the chef would be buying at their stand, and how lucky the farmer is to have Mr. Illustrious Chef (most likely from out of town) buying from them. 

It was funny to see the lukewarm reaction of the farmers.  One of the farmers noticed us waiting (impatiently and thoroughly unimpressed) to buy, walked away from the camera and helped us. The trio moved on and out of the market.

Had they done their homework, they would have known that the majority of the chefs in town already buy direct from the Farmer’s Market. Farm-to-table here in Santa Barbara is the norm. Shopping chefs is a common occurrence given that we have 6 local Farmer’s Market each week. They would have realized that their intended message did not fit the profile of those who sell at the Santa Barbara Farmers Market, nor our community.  

Make sure that whatever message you craft is going to be well received and understood.  If you miss the mark, you can count on the question: “are you talking to me?”

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Branding Moments: Unforgettable Advertising

We were enchanted by this sculpture of a sewing machine on one of the avenue sidewalks in Milan leading to the new cool Brera neighborhood where the store is located. Camicissima is a hip luxury men's clothing store with locations in Italy, Asia as well as on Madison Avenue in New York.  What a great way to make an unforgettable impression!

Wishing you all a great weekend!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Branding Moments: Who Is Virginia Dare?

You have a nanosecond to communicate your brand name and what it means. Make sure that the name communicates your essence and is easily understood by your marketplace.  Unless you are in the brand strategy business, your audience would not embark on the journey we took in order to understand the Virginia Dare brand.

We learned that Virginia Dare was the first English child born in the Virginia Colony (present day Roanoke, North Carolina).  She was born to British colonizers on August 18th, 1567. The only reason her existence was documented is that her grandfather, the governor of the Colony, left for Great Britain to bring back supplies. When he returned three years later, the whole colony had disappeared. No one knew what happened.

Photo in Public Domain/Bureau of Engraving and Printing

To explain the disappearance of the colony, all kinds of theories were offered, from magical deer spiriting her away, to Indians capturing the colony. She became part of American folklore. She was featured as a character in books, songs and films. Towns, counties and streets were named after her in North Carolina. In marketing, her image appeared on a tobacco label, flavoring extracts, a stamp, and Virginia Dare Winery Company (recently acquired by the Family Coppola). 

What was the Coppola family thinking?  What does Virginia Dare mean as a wine brand? What we have here is a "failure to communicate"!

In naming your business or your company, be sure that what you choose for a name can be understood in a nanosecond and attracts your intended target market.  

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Branding Moments: What Is the Core of Your Brand?

Photo by © Thinglass | Dreamstime.com

Photo by © Thinglass | Dreamstime.com

In a previous post we asked the question, “Does Your Unique Promise of Value Have An Expiration Date?” We indicated that features such as using drone photography in your luxury real estate marketing basically have a shelf life because it can be imitated, but your core, your uniqueness is inimitable.  That is, if you continue to innovate around your core.

We recently were awestruck by an interview with Angela Ahrendts, who is currently the Senior VP of Retail at Apple (previously the highest paid CEO in the UK at Burberry-$26.3M).  In 2014 she earned $70M at Apple as the highest paid executive in the company!  Basically, she said that every great brand has a core.

Rediscovering, revivifying and reinvigorating Burberry’s core, enabled her to increase the value of Burberry from £2 billion to over £7 during her tenure there.  She shifted the company from 75% wholesale to 75% retail by opening Burberry stores worldwide and developing a strong online presence.

The waterproof gabardine trench coat, which was originally created in 1856 for the military, is at the core of the brand. Angela was able to rally the troops (over 10,000 employees) around her vision of making the Burberry trench coat “cool” again.  She empowered them to passionately communicate the company’s core values (“to protect, to explore and to inspire”) directly to the consumer instead of relying on resellers to represent them.

What is the core of YOUR brand? What are you doing to continuously innovate around your core?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Does Your Unique Promise of Value Have An Exipration Date?

Articulating your unique promise of value is one of the trickiest aspects of personal branding in the luxury real estate arena. Sadly, many agents mistake features, like the latest and greatest website design or the best market reports, as their unique promise of value.  The difference between a unique promise of value and a feature is that features have expiration dates. Intrinsic value endures.

Today as we were driving on the freeway, we spotted a CVS truck.  What was remarkable was the claim on the loading door. It proclaimed that they are the only pharmacy with more 24-hour stores open than any of their competitors.  How long will that be true?  Their competition can easily surpass them by opening extra stores.  What will they use next

We researched this further and found that CVS closed over 70 stores in 2016, as a cost cutting measure.  Many of those stores were 24-hour stores, and some of the remaining stores no longer offered 24-hour service. Essentially, the feature of extended hours as a differentiator expired in 2016.

In the competitive wine industry, the true promise of value can be the very dirt in which the vines grow.  That is known as “terroir”. The best example of this is Chateau d’Yquem famous for its Sauternes.  They have 310 acres of the best dirt for this grape with the perfect micro-climate and have been commanding the highest prices since 1477. The wineries next door cannot duplicate the taste of those 310 acres, and sell their wine for less. 

In real estate to find your unique value proposition you have to dig deep to discover the essence of what you stand for, what no one else can duplicate. If your unique value proposition can be duplicated, it a feature with an expiration date.  If you can find your essence and value in this business you will find the lasting elixir of longevity!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

 

 

 

The Sweet Sound of Clients Singing Your Praises

There is nothing more gratifying than hearing the sweet sound of a client singing your praises after a job well done. It makes you want to share it with the world.  Please take a moment to watch this 2-Minute Video Case Study of luxury real estate broker, Pamela Frey, in Naples, FL and see the testimonial below.

After setting out to build my dream website, I burned through 3 web developers and threw thousands of dollars down the drain. I felt overwhelmed, even ashamed, of my failures. I concluded that my dream site was unrealistic.

Then, after a long reprieve, I discovered Ron and Alexandra Seigel of Napa Consultants, Int’l. Much to my delight, they listened intently to my story and seemed to intuitively know how to cure my missteps. I made the frightening decision to trust them.

They got me! Ron’s mind is like a finely tuned violin. I can remember practically feeling him construct my site in his mind as he navigated how we would get from A to B to C seamlessly. Alexandra’s presence is like an enduring hug. I am in awe, even humbled by her depth of world knowledge, pulse on the human spirit and unshakeable faith in their design and marketing prowess.

They inspired me to rise to the occasion. From concept to the launch of my site, Ron and Alexandra provided service on par with The Ritz Carlton- always there for me, as they masterfully put my vision to form, holding me tight to a clear eyed schedule of to do’s. My “dream” became theirs. I felt nurtured and cared for throughout the process.

I just want to break out into song! With praise, celebration and my abiding gratitude,
— Pamela Frey, REALTOR ®, P.A., Platinum Properties, Naples, FL
 

 

NaplesWest.com

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

 

 

Gazing At The Future In A Crystal Ball Or Thinking Like A Futurist?

We have little faith in crystal balls when it comes to predicting the future.  We prefer thinking like a futurist even though the intent is not to predict the future.  It is about observing the clues under your nose, and conjuring conditions and events as possible outcomes. The old adage, “when you want to hide something, the best place to hide it is in plain view”, is applicable. 

What is in plain sight is often ignored such as gut feelings, anecdotal evidence, and trends.  To be a futurist you have to develop the skill of observing the obvious, and let your imagination soar. You also have to be willing to destroy your construct, let go of it, and begin again. And, it helps to have a mastermind of similar minded individuals to explore with. So here are our thoughts on 2017.

Based on our observations and experiences, we think that psychographic branding and marketing is finally making sense to more marketing professionals.  Some of the top Madison Avenue agencies are realizing that one size does not fit all and are opening satellite offices in smaller markets.  

Print marketing is alive and well in the right marketplaces.  Net-A-Porter. one of the most successful online luxury retailers, now publishes a glossy magazine. Even though this seemed like a “backward” move to some, the magazine premiered in 2014. It includes relevant articles on travel, fashion, and advice of what to buy.  They understood that “women prefer to read about fashion on glossy pages as they shop online”. See WSJ. The magazine sells on newsstands for $9.99 per issue or $48 annually for 6 issues.  

Social media will continue to wane as a primary marketing influence in some areas of the country.  People have pitch fatigue from online ads, and are tired of spending time in a virtual world. The majority of people we talk to do not spend significant time or energy on social media.  At most, they may have a business page that one of their assistants monitors.  Instead, they are re-discovering the joy of being present with others and the business benefits of meeting someone for coffee or lunch. 

For some it is definitely easier to gaze at a crystal ball when it comes to predicting the future, However, the rewards of futurist thinking are much greater.

Wishing you all a great 2017!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

2017 Theme: "We Can Work It Out"

Life is very short, and there’s no time for fussing and fighting, my friend
— -John Lennon & Paul McCartney

Today, it is more important than ever, to really listen when someone says to you, “Try to see it my way” because “there is a chance that we may fall apart before too long”. Finding ways to create bridges across the chasms between our personal perspectives is of paramount importance. For that reason we have made “We Can Work It Out” our 2017 theme for the year.  

All successful real estate professionals know that reaching for “win-win” solutions when negotiating the sale of homes is the best long-term strategy to achieve longevity in the business. They know that their livelihood is on the line as well as their self-respect by taking this proven “high road” approach. And, their mindset when approaching negotiations is, like the title of the Beatles hit song suggests, “We Can Work It Out”. 

Achieving this mindset in our personal relationships, not just in our business relationships, is no longer an option it is an imperative if we are to thrive as individuals and as nations.  We cannot just look to our government to be the builders of these bridges of communication.  We each need to take the responsibility for successful outcomes in personal interactions. Instead of entrenching ourselves deeper in our personal point of view (“the only right viewpoint”), looking for evidence to support it, and casting blame on others, we need to take the time to see it their way.

Mark Zuckerberg, CEO of Facebook,  is setting an example of doing just that.  His 2017 goal is reaching out to more people in each of the 50 USA states this year and meeting face-to-face.  He is on a mission to listen to more people and create new bridges of communication. We applaud his outreach and recommend that real estate professionals do likewise within their community.

As we were thinking about approaching this post at breakfast this morning at the Worker Bee Café, we heard “We Can Work It Out” by the Beatles playing in the background.  We always heed amazing coincidences of this nature that affirm the underlying connectedness that we share with all human beings and nature itself.  It reminds us that this so called “great divide”, that the media is hyping, is only real because we create it ourselves and we alone can undo it.  

Let us all reach for “Win-Win” solutions in our personal relationships as well as in business in 2017. WE CAN DO IT- WE CAN WORK IT OUT!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Are You Being Blurred By Your Competition?

Those who are looking to compete with successful real estate professionals will often imitate the leaders in every way, shape and form.  It is visibly prevalent in every industry, especially in real estate. The competition will study what the competitor is doing, with the intent to blur the differences. Blurring is a method of nullifying your competitor’s strategic differentiators, and saying “we are just as good, if not better!”

This explains why we often see the exact same website, and even the same messaging on these sites, and why logos often resemble each other so that they are a blur in the eyes of sellers and buyers.

Photo by Silviya Avsova

Photo by Silviya Avsova

Here is a clear-cut example: Coach (a maker of handbags and accessories) since 1941, was the first to notice the under served market of luxury handbags at affordable prices. In 1981, Michael Kors also went into the same space. The new company copied the Coach store designs and even used the same manufacturers to produce their bags. 

When Coach woke up, two years ago, they asked their employees to look at a slide show of storefronts and bags asking them to identify the brand.  Like the majority of consumers, they could not differentiate Coach from Kors. 

Photo by Rajan Singh

Photo by Rajan Singh

Coach’s chief operating officer, Victor Luis, stated, “We were slow to evolve, “We did not innovate quickly enough, did not invest enough in differentiating ourselves from the new competition that was in some ways taking our playbook.”

Blurring is a valid method of creating a level playing field with your competition.  However, if you do not amplify your own inimitable strategic differentiator you will face the same consequences.

Are you being blurred by Your Competition?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Wishing You All An Invincible 2017

Ron and I want to wish you superb 2017.  In the magnificent words of Helen Keller:

Your success and happiness lies in you. Resolve to keep happy, and your joy and you shall form an invincible host against difficulties.”
— Helen Keller

Happy New Year!

Cheers!

Ron & Alexandra Seigel

Branding Moments: Lions As A Symbol of Luxury

Ron and I loved this statue of this sleeping lion in Umbria.  This led us to look up the symbolism that mankind has attributed to lions for many centuries as"King of the Jungle", or "King of the Beasts".  In England, King Richard I was known as Richard the Lionheart, named for his bravery, and enlightened leadership.

The earliest drawings of lions (32,000 years old) was found in the Chauvet Cave in the Ardèche region of Southern France.  The drawings show lionesses hunting. The Lascaux caves (15,000 years old) depict lions mating.

This association symbolizes royalty, bravery, as well as gentleness at the same time. One often sees door knockers with lion's heads, and lions on brands.  Many luxury brands have used the symbol of lions to communicate their heritage and long standing traditions.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Wishing All A Superb Weekend To Celebrate Your Meaningful Holidays!

We wish you all a superb weekend to celebrate your meaningful holidays! Regardless of our individual beliefs, we are all united in wishing everyone, peace and goodwill to all mankind without exceptions!

Tonight, December 24th, begins the first night of the Chanukah celebration!

chris.jpg

My family (A) has always celebrated on Christmas Eve and opened presents that evening.  Ron and I continue the tradition by enjoying each other's presence!

kwanzaa.jpg

Kwanzaa begins on December 26th.  Kwanzaa is a secular festival observed by many African Americans from December 26 to January 1, as a celebration of their cultural heritage and traditional values. (Wiki)

December 26th is also known as Boxing Day throughout Europe, The United Kingdom and Canada. It is part of the Christmas holiday, a day of giving surplus food, and clothing to those in need.  This year, because Christmas fell on a weekend, December 26th, becomes a holiday in the United States. 

Wishing all of you a joyous time,

Cheers,

Ron & Alexandra Seigel

Brand of the Year 2016: The Brave New World of Internet of Things

Each year we feature one consumer brand that is truly outstanding. This year the company is HP and the product actually a service, our first foray into the brave new world of THE INTERNET OF THINGS (IoT).

HP’s Instant Ink service allows you to automatically re-order ink via the mail for your desktop printer only as needed, on a subscription basis. Our new printer (HP Envy) is connected to HP via the Internet and lets the company know when we are running low on ink.

For$2.99/month we get up to 50 printed pages each month (way more than we ever use in a given quarter-year).  Unused pages roll over into the next month (up to 50 pages). We do not pay the monthly fee if we have credits from the roll over.  $36 per year (maximum) is still far less than we have been paying for ink.  The first 3 months are free. Apparently, this cuts out the middleman (Staples, Office Depot, etc) and they pass along the savings to us, the consumers! 

The best feature is that we never run out of ink when we actually need it because our needs are anticipated and it arrives by mail BEFORE we run out.  Yes, this seems a bit spooky and we are still wrapping our brains around the idea of the Internet of Things.  But, this level of convenience and cost savings is brilliant. 

Bravo HP! 

 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Branding Moments: Monday's Sweet Discovery!

Late this morning, we drove to an appointment in Thousand Oaks.  As we passed through the Oaks shopping center, we spotted Lolli and Pops.  It is a new store in our area dedicated to Old Fashioned and New sweets.  The sales people wear boater hats, and striped shirts and were very welcoming.  They stocked every kind of old and new fashioned candy as well as an array of chocolates.

We loved the way the store looked the color and the welcoming feel it oozed! We just had to go in and educate ourselves!  We think they communicated their brand beautifully, and we loved the play on the word lollipop!

What do you think?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Branding Moments: Brand Consistency In Robin's Egg Blue!

Brand consistency in every form is important to remain top of mind.  As we were walking in La Cumbre Plaza, we noticed the robin egg blue water dish for dogs.  Look at the water reflecting the true robin egg blue as the dish was in the shadow of a column.

Here is the store entrance. Note the ornaments and the gift boxes.  Can you guess the brand?

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Notice the wreath on the wall.  It is full of diamonds and other sparkling items wrapped in the signature blue box with white ribbon.  By now you probably guessed that these photos were taken at the Tiffany store in Santa Barbara. 

The robin egg blue color is trademarked.  It identifies the Tiffany brand.  Even though the holidays are here the blue remains! These three photos reveal the importance of consistency in robin egg blue!

 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Extraordinary Staging Puts Clients/Customers In A Buying Mood-Part 3

When it comes to avant-garde, edgy, outrageous, original, as well as fun, no one does it better than Moschino. This picture speaks volumes on the subject of extraordinary staging.  The dressing room is transformed into a leather jacket.  The leather is real and that zipper does work to ensure privacy.

Mannequins are Amazonian in scale.  They are over 10 feet tall. Note the jacket handbag, as this mannequin overlooks the park below.

This mannequin reigns in the showroom as the centerpiece of this section. 

Shoes are transformed into furniture or shelves to feature accessories.

Clothes are bright and the use of trompe-l’oeil (visual illusion to create a three dimensional perception) is evident in these bright dresses.

Note the ragged hem, the bag that looks like it was used to stomp out a fire, as well as the ends of the bow on the blouse.

Pearls and chains are important whether you wear jeans or dresses in Moschino designs

Although this brand and its staging may not be to everyone's liking, it does stimulate the imagination and inspires creativity.  Franco Moschino's (1954-1994) eccentric vision of fashion was unlike anyone else's in the industry, and his legacy has continued to delight of his fans.  

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

Happy Perpetual Thanksgiving To All Our Friends!

Thanksgiving is our favorite holiday to celebrate.  It is just about giving thanks for the many wonderful things in our lives.  It is about enjoying friends and family.  Thank you to our subscribers and those of you who have taken a moment to write to us.

Ron and I wish you all a very happy and perpetual Thanksgiving!

I am grateful for what I am and have. My Thanksgiving is perpetual
— Henry David Thoreau