Branding Moment: Is your brand having an identity crisis?

One of the most common traps that you can easily fall into as a real estate professional or company is sending out mixed signals about your brand identity. Picture your ideal target market trying to dial into your brand signal in the same way they select a radio station that plays their favorite music. If you play a mishmash of classical, jazz, hip hop, heavy metal, and pop, you are going to have a heck of a time attracting and maintaining a sizable loyal audience. You might say that your station is having an identity crisis. 

The same applies to your real estate practice. Is your brand having an identity crisis

Your brand identity is comprised of visible elements such as color, design, logo, in addition to your brand’s slogan and messaging. If you are clear about what you stand for (your area of specialization and your unique approach to it) you can readily distinguish your brand from your competition in the mind of your ideal target market. The key is staying consistent in your messaging.

To get a better idea of what we mean about a brand identity crisis look at the messaging on the box of Hefty small trash bags in the image above. Note the endorser brand, Arm & Hammer (The baking soda brand) juxtaposed to the trademarked words, Lavender & Sweet Vanilla™. These bags are “odor neutralized”.

One of the key brand personality categories is called “Rugged”. Both Hefty and Arm & Hammer are rugged brands; so is Marlboro. Rugged means: sturdy, strong, strongly made, hardwearing, built to last, and tough. Hefty means: burly, heavy, sturdy, strapping, bulky, brawny, husky, strong, muscular, large, big, massive, weighty, solid, well built, solidly built, and powerfully built. 

In contrast, Campbell Soup and Hallmark are examples of “Wholesome” brands. Wholesome means nice, clean, virtuous, pure, innocent, chaste; non-erotic, nonviolent, righteous, upright, upstanding, proper, correct, honorable, honest, just, noble, respectable, decent, and simple.

Ruggedness and wholesomeness within the same brand message typically send mixed signals. It’s like a split personality. What do you think?

If you are unsure of your brand identity or wishy-washy in the way you communicate it, you may be suffering from a brand identity crisis! Helping real estate professionals and companies consistently articulate and communicate their true brand identity is what we do at Napa Consultants, International. The process itself is an amazing journey in self-discovery as well!

Brand Marketing: Pushing or Pulling?

Recently, when shopping on line, I have noticed the frequency of annoying push marketing.  I often look at an item to get a better idea of where it is made or what it is made of, etc.  Then, I click on something else.

An hour later or day later, I will get an email from the vendor showing a picture of the item with the headline, did you forget something?  I usually delete, only to have it appear a week later.

Now, the push has become even more annoying.  I was looking at shoulder bags on a sight.  Thus far, I have received three emails, "save on shoulder bags we think you'll love!".  This comes with a line-up of pictures of shoulder bags.

As a real estate marketing professional you should understand the difference between push  and pull. Pull, Don’t Push … .For instance, bragging about your accomplishments is definitely a push strategy and a turn off.

If you are tired of unwanted digital ads and unsolicited email marketing, join the crowd. Most of us do not like having advertisements or information “pushed” at us.  

The ideal marketing relationship between a customer or subscriber to a digital newsletter is “pull marketing” vs. push marketing”.  Keep this in mind when you think of sending out your own real estate e-newsletter.

Pull marketing is information with advertisements that is sent to you because you are asking for it.  You may ask for a “free report”.  That sometimes leads to a daily, automatic “drip” campaign chock full of unwanted information, products and services.  Where is that Unsubscribe button?

At a family celebration this past Sunday, one member mentioned how agents come around to persuade him to sell his home. And they list all the benefits of selling NOW!

He bought his beautiful craftsman home for a pittance, (by today's standards) years ago.  He does not want to sell.  He loves his home, and is not moving.  The agent shakes his/her head and says, "you are making a big mistake!"

There will come up a point, when the market will turn and it will be a buyers market.  In some markets inventory is non-existent.  

In the meantime, staying visible is important.  In several recent instances our clients have listed properties, because of their pull visibility.  Their strategy is to be active in their community.

One of the best ways to create pull is to be involved in your community and responding to its needs. Two of our lender clients regularly sponsor educational projects for the kids in their community in honor of their wives who were formerly teachers. 

They believe in education, and they spend part of their marketing dollars to further their community. People needing loans are drawn or pulled towards them, and regularly refer them.

When considering a sponsorship as a pull strategy, it is important that you are aligned to the cause and it is something you believe in.

Branding Moment: Branding Explained in a Nutshell of a Quote!

"The rose is without 'why'; it blooms simply because it blooms. It pays no attention to itself, nor does it ask whether anyone sees it." 

~ Angelus Silesius

Angelus Silesius, born Johann Scheffler and also known as Johann Angelus Silesius, was a German Catholic priest and physician, known as a mystic and religious poet. Born and raised a Lutheran, he adopted the name Angelus and the epithet Silesius on converting to Catholicism in 1653. Wikipedia

This quote describes perfectly what makes a brand stand out.  I happen to find it as I was looking for rose quotes as this rose photo pictured above caught my attention.  A good brand is obvious, and needs no hoopla, explanation or justification for its existence... 

It is daunting task for many to reach this goal, as one our recent commenters stated. It is doable.  It may be difficult for some,  because one has to shed all the preconceived notions, opinions and inculcations of many well-meaning souls. 

Happy Wednesday!

Branding Moment: Three Choices, Which One Would You Choose?

Many events happen in Santa Barbara County. Recently as we are driving on errands and appointements, we have been noticing different vendors on the freeways. Pictured above is the first one, Town & Country we noticed.

The next one pictured above is Theoni. They serve Napa, Beverly Hills & "Beyond".

The third one is a local brand called Bright Event Rental.  their trucks come in various rainbow colors.  The event rental part in bright yellow on the door, and this is the best angle of the photo I could get while Ron was driving.  The link goes to the company video. 

All three are candidates for a big event rental.  On first impression, which one would you choose?  I have included their websites, if you care to delve further.   

I will share my impressions, after I read yours and the reasons behind them, in my next post.

Savvy Marketing: Selling Experiences, not Just Homes!

As a luxury or any real estate niche marketing professional it is important to accentuate the lifestyle of your marketplace in your marketing materials. Think about the forms of recreation in your area and what people wear when they engage in these activities.

This can be the inspiration to set the tone or the mood of your website design and your marketing materials.

For example, when people from big cities fantasize about buying a second home in the wine country they seek to relax, unwind and indulge in culinary adventures.

If they want to own a mountain retreat, keep in mind it may be isolation that they crave or physical fitness from skiing, biking  or hiking.  

Alternatively, those thinking of purchasing a pied-a- terre in a bustling metropolis are looking for excitement, high energy,  entertainment, the arts and shopping.

Setting the right mood on your website and in your marketing materials by accentuating the lifestyle invites visitors to stay longer on your site. Why, because you have engaged their senses and their emotional needs.  

We have often spent hours looking for the perfect lead photo for our clients just to do that. We have even had our graphic designer draw the perfect oak tree to set the mood of the country side.

Choosing the right colors therefore, plays a more important role in branding and web design than most realize. 

There is an entire psychology of color that must be taken into consideration when designing your brand.

Are you trying to sooth your visitors or pump their excitement level or adrenalin? High-energy demands bright colors.  Soothing colors are used in places of relaxation and if your selling countryside retreats.

If people associate your marketplace with the nightlife, dressing up more than occasionally, you should seek a more formal feel. If people tend to dress down in your marketplace, then a more casual mood needs to be set.

Expressing the transition from informal to formal can also be important. An example would be a golf and tennis community where it is more casual during the day, but more formal at night, at suppertime.  

We once stayed at a resort community in Italy, where daytime activities were casual.  At night, everyone dressed to the nines just  to dine.

All these elements of lifestyle should be accentuated in your web design because in luxury  or any other real estate niche you are not just selling homes. You are selling experiences!.

Are You Blending in Like a Chameleon on a Leaf?

In certain cultures it is frowned upon to stand out from the crowd.  However, if market leadership is your quest  in luxury or any other real estate niche blending in like a chameleon does to camouflage itself is simply not an option.  

 This is a time, when competition for attention continues to escalate. Developing a highly distinguishable, consistent personal or company brand is important. As we say, Stand out or Bow out™!

Many agents and companies fall into the “chameleon trap” because they simply do not want to make waves.  Instead when they come up with new colors, their intent is to blurr the competition by doing something similar, to fit in with a similar look. 

 Blurring confuses the marketplace as to who is who among the brands to choose.  A perfect example can be seen in car design...Even the Bentley blends in as one of the newer auto companies has copied its styling and logo. 

Changing your colors to please others, to blend in or to avoid the pursuit of your competition is the antithesis of establishing your brand position and sticking with it steadfastly.   Instead of standing out you blend in, like a chameleon into a leaf.

Are You Blending in Like a Chameleon on a Leaf?

Marketing To Delight & Entice: Florida Luxury Home Video!

19 Sunrise Cay, Key Largo, Florida

 Our team member and cherished collaborator, two time Emmy award winner videographer recently created a video, of 19 Sunrise Cay, Key Largo, Fl., for our client's listing. This is Kerry McNally first luxury real estate video. 

We have always felt that real estate marketing videos should be short like a fine store window display.  It makes one want to go into the store. Simple, short and elegant is an invitation to inquire with 01.54 minute video.   

Videos that are chock full of details are often 5-10 minutes long, and will often overwhelm someone, and cause them to turn it off.  Instead, this video generated  serious interest and many showings. 

We loved his "first effort"!  We wanted to share it with all of you. It is a fine example of showing a home beautifully and briefly. There are no words, just music.  We think this style of marketing can easily apply to any priced home.  

This is marketing to entice and delight.  It is what every home deserves.

Branding Moment: Do You Need a Brand?

Do you need a brand for your luxury real estate marketing business?  You need a brand if you are in pursuit of market leadership in your chosen niche. A clearly articulated brand facilitates referrals and decision-making on both sides (sellers/buyers) of the real estate game. 

Like it or not, we are branded from the moment we are born.  We are branded by gender. Brands are labels; they are a shortcut and a time saver for the mind.  They are so obvious that we take them for granted. They become invisible. 

The moment we look at someone, our mind’s computer begins to assess and pigeonhole. The more we are pressed for time the more we rely on snap judgments.  

With products and services, once we pigeonhole a product or service in a category we equate the category and the brand. And, we only have room for a few products or services in each category, at least from the standpoint of being able to readily recall the brand name. The goal of branding is to achieve top-of-mind status in that short list of products or services within any given category.

To stand out and reach the top of the list you have to make it easy for others to communicate about your brand to others.  That is the challenge of branding. It is all about making a compelling case to be at the top of the mental list, in your category, for your target market.  If they are convinced that you should be at the top of their list, you must empower them to convince others.

Think of a brand that you like.  What would you tell someone about it?  How did that brand get to the top of your list? Getting to the point where one wants to refer you requires a continuous strategy and marketing plan that secures your brand recognition and your dominance in the marketplace. 

Do You Need a Brand?

Pole Vaulting To Success by Finding the Uncontested Market Niche!

This post was inspired by a retired gentleman we recently met at a dinner party.  When he asked us what our profession is, we explained that one of the aspects of our branding services is finding the market category that is uncontested or under served in real estate or any other business.

He knew exactly what we meant by that.  He shared his experience as an athlete.  In high school, he wanted to be on the track and field team.  When he competed for the various events, he was good, but not good enough to make the varsity team in the categories he tried out for.

The coach asked him to try out for the pole vaulting team/.  He was willing, and became a winner in the pole vault category. This led to a college scholarship and later to the US Track and field team, where he competed nationally, and was #1. 

How does this apply to real estate? Your marketplace does not have to be an entire town.  You can define the scope of your market segment.   It has to be one that the vast majority of agents is not focused on. That is why we refer to it as uncontested or under served market niche. 

To find it, it takes research and an honest assessment of your talents, preferences and values. It can be as narrow as you want as long as it has the potential to fulfill your financial expectations, and more importantly your enjoyment and satisfaction. 

You can achieve top-of-mind status in a three block section of a suburb or a community of just 500 homes or by specializing in a certain type of property instead of every community in that market place.  Here is an example:

One of our clients was a builder/designer/architect prior to real estate.  He channeled these talents into finding and converting small apartments into condominiums. He only selected those that had enough land and space to create private gardens, and rooftop outdoor areas. Together, we determined that the city he was in had a need for this type of housing, as well as the jurisdiction willing to grant the appropriate permits.

His joy was converting those buildings into luxurious spaces, and the gardens into gems of outdoor living.  He would have them professionally staged, and they would sell within 3 months of completion.  We witnessed instant full priced offers at his open houses, along with requests to buy the staged furniture.  

In a sense, he was like our pole vaulting friend.  He found his niche and ruled the market  Bottom line, it takes research, and willingness to find your uncontested niche. Like our client, you can become the market leader in your uncontested market niche!.  

Branding Moment: Why Exhaustive Research in Branding Is Extremely Important!!

We are adamant about exhaustive research when we come up with a brand name for a company or an individual.  Here is an example of a situation, where in our opinion Rolls Royce did not do a good job of coming up with a good name for their very private social network app exclusive to those who own a Rolls Royce. Owning a Rolls Royce is the price of admission to this club.

I woke up to this headline in my daily news feed yesterday morning.  "Rolls-Royce builds community, content and all experience with new Whispers members-only club."  My first action was to go search online Whispers club.  What came up what Whispers "strip" club, Whispers "gentleman's club! The US is the #1 Rolls Royce buyer in the world!  Is that the image that Rolls Royce wants to project to the the Americans who buy the car? 

Furthermore, one of the first rules in branding is not to use a common word as a brand, whenever possible.  A common word like whispers can be used by anyone in another context.  And it becomes confusing to the consumer or the user.

As we see it, this a clear example of someone neglecting to do an exhaustive search on the word "whispers!" They should have researched the word and the businesses who use it in every language, where this car is sold.  They did research the idea for two years, but not the name for the app.  Below is the presentation video.

This also leads us to wondering whether or not Rolls Royce owners want this private social media. One would assume that they are already connected and do not need an app to do so, based on our observation of working in many luxury communities.  And they all have access to great events, and great expensive one of a kind objects or limited editions.

This is exactly why exhaustive research in branding is extremely important.  One has to consider all kinds of aspects, and sometimes, it is best to just let go of what may seem like a great idea!

What do you think?

Brand Building: Self Expression In Harmony with Your Target Market!

Your personal brand, from an aesthetic perspective must reflect your own tastes, your core values and your own personality.   Yet, you also have to take into consideration your target market.  That is, who you intend to attract as ideal clients. 

Who are your ideal clients? As it turns out, when you really think about it, your ideal clients are people who share your values.  For example, if you value a lighthearted sense of humor, your ideal clients would definitely not be curmudgeons, killjoys or wet blankets.   

In our strategic branding consulting practice our job is to help real estate agents, real estate companies and others dial into their unique DNA (Different Not Alike). They have to also tune into their target market.  Then, together we find a brand signal is in harmony with their target market.  

Too many real estate marketing professionals are so busy trying to please others that they disregard their own very important personal perspective.  As a result they attract clients who are less than ideal.

What is amazing about this process of personal/company real estate branding is that there is always a way to articulate your personal brand signal so that is harmonious with your target market without compromising your DNA or your integrity. 

The key is to express yourself fully and have fun in the process.  Your ideal clients will have a much easier time finding you that way. And your brand will continue to build your reputation in your target market. And it will make you easier to refer. 

Marketing Savvy: The Difference between Branding,Marketing & Selling!



As we read various posts, articles, and commentaries, we often see branding, marketing and selling used interchangeably.  Each is distinct and plays a vital role in brand loyalty. We are writing this post in order to shed clarity on these three important words.

Branding is a name or an image of a company.  This is a form of communication that occupies a place in a consumer's or target market's minds.  The brand is also seen as the answer to their target customer's prayer, and the solution for their problem or mindset.  This engenders customer loyalty to the brand. 

Marketing is the brand's presentation to the consumer or the target market. Marketing is matchmaking.  It requires concisely communicating the essence of your distinct promise of value to your ideal target market as you address their most pressing needs.  If your communication is clear your ideal prospects should instantly recognize that you, not your competition, are the right match.   

In this instance, the target market rules, because it represents your ideal client.  In other words, marketing looks at what the consumer needs and wants, and focuses on meeting those needs in their communication.  In other words, if the target market, still has the paper delivered to their homes, the smart thing to do is have ads in that publication. " Marketing done right makes sales irrelevant!" (Peter Drucker).  

Selling is trying to convince those prospects that are not really a match to you that they should work with you, or buy from you anyway.  The need to sell comes from the false notion that there is a scarcity of ideal clients out there. But, the truth is that the time you waste trying to win over non-ideal clients and slogging your way through difficult transactions distracts you from opportunities to meet and work with perfect matches.  

Selling may give you the immediate gratification of momentary wins, but it will burn you out in the long run.   Furthermore, selling will not engender brand loyalty, it may also give you a bad reputation...

Branding Moment: The 16 Billion Dollar Color Package Sale!

We have always insisted when developing a brand for a luxury real estate marketing profession or a  luxury company being consistently remarkable should be reflected in all the presentation materials. Whether in print or on the web, one has to stand out and communicate their identity and its congruency with the target market.

In our numerous posts on the subject, we have often analyzed the Tiffany Brand.  In our live presentations, we often brought a Tiffany jewelry box with white ribbon, and another brand's jewelry box.  When asking participants which one they preferred Tiffany won the majority every time.  

The quintessential American jewelry brand was recently acquired by LVMH (Louis Vuitton, Moet Hennesey) for the sum of $16.2 billion.  Here is more of the story from Reuters:

The Reuters article stated the due diligence that LVMH did on the subject of color,

“Bernard Arnault spent lots of time checking all the IPs and protections on the blue box. The most famous Tiffany product is actually its packaging, the color, the form, the white satin ribbon, all of this is protected,” said one of the sources close to LVMH.  LVMH's billionaire boss, 70 year old Bernard Arnault stated in an interview with Reuters: "We're the owner of a color, it's a pretty rare thing!"

Next time you entertain the thought of that a vanilla presentation or a vanilla website is good enough, think again.  It may cost you the listing!  The same exact diamond ring signed Tiffany will cost more in a Tiffany box and will be treasured even more, than the one in the plainer branded box!

Would someone buy your package?

Branding Moment: Finding Your Business DNA!

Pictured above is a portion of a cave that was enclosed in glass to show the dirt/soil that the grapes of this winery grow in this particular Napa Valley floor!  The term for the DNA of the soil is "terroir". Terroirs in the same acre of land can differ from one side to another.  

As glaciers melted, oceans receded, and climates changed, the soil was also affected . By studying the composition of the soil, one can predict with some accuracy what grapes will do best, as well as the taste of the wine.  For instance, the Constant Winery grapes are grown on volcanic soil, and we could taste a hint of smoke in the 2011 wine, and not in another vintage grown in a different area.

The same is true for humans.  Although siblings may inherit similarities in DNA, they will still have their own unique characteristic that identifies them. The entire exercise of personal branding for real estate agents is geared to cracking your DNA Code. That is, clearly and succinctly articulating your unique selling proposition—how you are different, not alike (not like your competition).

DNA profiling or genetic fingerprinting is a technique employed by forensic scientists to assist in the identification of individuals on the basis of their DNA profile. Although 99.9% of human DNA sequences are the same in every person, enough of the DNA is different to distinguish one individual from another

In real estate agent personal and company branding we identify your 0.1% difference. Then we amplify it graphically, in messaging and in distinct marketing strategies that set you apart from your competition, in a nano-second, in the minds of your target market. 

The faster you can tell your target market how you are different, not alike, distinct from other agents, the faster they can decide to work with you or not. People like to do business with people like themselves. The faster you let them know you are like them the faster you can build trust in your business relationship.

What’s at stake in cracking the genetic code through the process of personal branding for real estate agents and real estate companies? Whoever has garnered the most high trust relationships wins.

Here is a basic way to get started in cracking your own DNA code:

1. Look at how your competition attempts to differentiate themselves from one another.

2. Check out their websites and see how well they distinguish themselves.

3. Ask yourself how you are different from them?  (different does not necessarily mean better, it means unique, inimitable--because you cannot imitate a DNA code).

Our Favorite Kitchen As Designed by Architect Howard Bachen

Of all the kitchens Ron and I have seen in our branding assignments in the United States and Europe, the kitchen pictured above at the home of the owners of Constant Winery in Calistoga is one of our favorites.  The owners live overseas, and they allow small events at their home while they are not in residence. We were invited to have lunch there, and taste their amazing wines. 

Many experts have said that Howard Backen revolutionized the open concept of the great room.  I have included the link to his company site.   This is one of his earlier designs, and the first time we saw a similar kitchen was at the Napa Valley Reserve. 

No kitchen would be complete without an outdoor kitchen, and especially a pizza oven housed in the round building.  It is set among a small grove of olive trees.   Here is the view from the kitchen of this area.

Happy Tuesday to all of you!

Branding Moment: Is It Time to Bring Your Brand Into the 21st Century?

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  Every so often (15-20) years, a brand may need to be refreshed.  

Sometimes, it is a change of fonts, a brightening of colors while maintaining the well known identity. UPS 2003 change gave it that 21st Century look. (We have included a link to their logo history and images).  

Although we think this brand clearly expresses their services, we think they could us a bit of a makeover.  This company is over 15 years old.  At the time those colors were the "in" colors, and we remember the process blue as the "it" color, as well as that "screaming mi mi green" for many new businesses.  We are not suggesting that they change colors, just tone it down, and make their service icons more legible and less artsy, and bring it into the 21st Century. 

Is it time to bring your brand into the 21st Century?

Branding Moment: Telling It Like It Is!

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  The message has to be clear, easy to understand, and in an nutshell, Telling It Like It Is! 

Our recent visit to see our friend Jane, owner of Carpinteria Wines, led us to trying a new Pinot Noir.  Pictured above is the back of the label.  We both appreciated that it was easy to read, and we could easily find the alcohol content instead of taking a magnifying glass to find it.   They also gave credit to the cooperage (i.e) the barrel maker. Plus, the winery took time to explain their brand name, TIMBRE!

Here is the front label, and we both liked the brand name and the subtitle of Opening Act, for this Pinot Noir!  We bought it, enjoyed it, and recommend it.

Here are the winemaker's notes:

"The mix of Pinot Noir clones are co-fermented to create a wine that brims with red roses, strawberry and cranberry, but also offers cola and earthy components. The palate has a gorgeous weight and just a kiss of oak from the handful of once-used French oak barrels we slipped into the blend."

Is Your Real Estate Message Telling It like It Is?

Branding Moment: The Decision Making Process that Lead to a Yes!

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  It also applies to products and how we make decisions.  

Decisions are not necessarily made solely consciously,(stats and endorsements) but also unconsciously (the gut feeling).  Quite often if we are smart, we will take that gut feeling and honor it by perhaps delaying the decision or nixing it.  A brand that is well crafted will attract the right person to it. Here is an analysis of a simple buy.

Pictured above is bottle of olive oil from a Turkish producer named Nefiss. This is how it ended up in my pantry. 

I am always interested in learning more, and to that day I had not tasted Turkish olive oil. I usually favor Italian or California olive oil.

I was attracted to it based on the design of the bottle, (attention to details).  

I read the little card attached to it describing the family and their story of the care and age of their olive trees in Turkey, (I like supporting family enterprises).

I was impressed that there was a sample of their balsamic vinegar on the bottle in the same shape as the bottle, (congruity in design and a sign of a generous spirit).

I found it in the take out store of Industrial Eats in Buellton, California.  We both admire the owners who are even more finicky than we are, when it comes to excellent products for their restaurant, and the products they sell...They became a subtle endorser brand.  In other words,  I trusted their judgment. 

Even, if I did not like or use olive oil, I would have bought it for a friend who does, based on my impressions. We all have an abundance of dominant impressions that guide our decision making.  When I ask people what led them to hiring someone, they come up with many of the thoughts I mentioned, and others that govern their decision making.  Quite often, the gut rules, because it is the least biased impression!

Have you ever analyzed your decision making process?

Branding Moment: Simple, Subtle and Special--The Wow Factor!

When we write these posts, it is with the intention to inspire those real estate companies and agents to elevate the look and feel of their website, to make it user friendly and give the client/customer a wonderful experience while browsing your site.  

From our point of view that is worth more than all the  search optimization you could pay for. The wow factor results in word of mouth marketing, which is much more powerful and result driven. These are the principles we adhere to in our branding and design work

I really loved this ad Van Cleef & Arpels created for their latest ring, known as Frivole between the fingers ring!  If you look closely, at the mirror polish gold, you can see the reflection of the lady bug!  

Here is the description from their website, where you can see this creation up close; "Like so many flowers dancing in the breeze, the Frivole® creations by Van Cleef & Arpels stand out with their graphic and airy aesthetic. Mirror-polished gold bestows a singular radiance upon heart-shaped petals." 

The ad is simple, subtle and special!  If the reflection of the lady bug in the ring had not been there the ad would not have had that same impression! Details however minute completes the brand's statement of attention to detail.  If you take time to peruse the website, you will notice the ease of navigation, and the clean look and feel of it.  

Branding Moment: A Touch of Drama Is Memorable!

We enjoyed the creativity of this print ad in one of the current issues of Architectural Digest promoting their artist editions of sinks by Kohler.  And we appreciated the dramatic setting, the beauty of the model-and her costume.  A touch of a dramatic flair done right makes this ad memorable!

The sink is made of white porcelain and covered with a special glazing method which was inspired by master potters.  We have included a link, so that you can see it up close on the Kohler site.

We are firm believers that great real estate home photos should have a dramatic flair to attract potential buyers.  For instance, one of our clients here in Santa Barbara, started the photos of the home on his site of his recent listing with a picture of the outdoor patio— the fire pit lit, overlooking the ocean at sunset.  

That was the very picture the buyers fell in love with, and subsequently purchased the home!  They saw themselves sitting there with a glass of wine! That memorable touch of drama turned into the sale of this home!