By Ron & Alexandra Seigel, Partners--Napa Consultants, International
The Power of Differentiation
The power of differentiation in the luxury arena applies to people, products and service. Luxury real estate marketing professionals can learn important lessons by studying successful branding in all three categories. A crowded market can still offer a perfect opportunity to differentiate yourself from your competition and build a distinctive personal brand.
A new stand out in vodka clearly makes the point. It is called Prairie Vodka. Prairie is organic and kosher. There is an organic brand on the market called Square One that comes in a square shaped bottle. However, there is no organic vodka that is also kosher. The kosher part appeals to dietary rules in this segment of the market.
Part of their slogan says that it is crafted on the Minnesota Prairie. The prairie conjures thoughts about the pioneer days that was romanticized by Garrison Keillor's radio shows,A Prairie Home Companion. Mr. Keillor is also from Minnesota. A sense of place, the origin of the product, offers another layer of distinctive branding.
Another slogan is Let the Prairie In. The ad shows the nighttime cityscape behind the vodka, as well as two wolves flanking a woman with very big hair on a penthouse balcony. She is dressed in a white gown, running with the wolves. It is dramatic and implies different, new, and edgy. The wolves represent the prairie, the wild, the freshness and the undiluted as expressed by the word organic.
The company is a fifth generation family of spirit makers which shows their expertise. It also implies that they have a tradition of making good products.
They are in partnership with over 900 farmers. These farmers are partners in the distillery. This shows the support of the farmers and their core values.
The taste of the vodka, described by Prairie as beautifully smooth, is lowest on the totem pole in terms of being a strong differentiator. However, it is everything you would expect from a premium vodka.
This example shows the manifestation of a brand position and brand differentiation. Every aspect is thought out, and everything in the ad supports the competitive difference including the look of the bottle which is clear and very simple.
The target market is not just vodka drinkers. It is vodka drinkers who 1) appreciate the integrity of the ingredients (organic); 2) have dietary restrictions (kosher); 3) are proponents of the environment and community life (900 farmers and partnership); 4) want expertise and tradition (fifth generation spirit makers). By purchasing Prairie vodka and drinking it, you are expressing all of your personal values because you are in agreement with what the brand stands for.
Prairie Vodka speaks to its target market with laser sharp clarity. That is what an outstanding personal brand does, too.
This is part of a series of articles entitled, Luxury Real Estate Marketing Essentials. It is dedicated to luxury real estate marketing professionals worldwide.