In the December 4th edition of This Week in Marketing, the AMA returns to the studio to discuss the concept of branding and how to properly introduce a new product to the market.
To cover entering the local market, Kevin and Sam bring in two guests from the San Diego area: Les Kollegian, owner of Jacob Tyler Branding Agency, and Nick Apostolopoulos, owner of 619 Spirits in the process of launching a special brand of vodka: 619 Vodka. Currently, Nick is working closely with Les and Jacob Tyler Agency to launch his new business and captivate the San Diego spirits community.
In this episode, we critically discuss the details of how a business should go about branding a new product and making a meaningful impact on the market – both now and in the future.
Segment one starts local with an overview of 619 Vodka and how Nick and Les are establishing the spirit brand in a city dominated by the beer scene. Nick talks about some of the biggest obstacles he’s faced in building an identity for 619 Vodka, and Les chimes in from a more general standpoint of how to overcome these types of barriers. With decades of experience in branding, Les goes into detail about what he stands by as the most important elements of building a brand from the ground up.
Segment two kicks off with a good conversation about how businesses can use imagery and copy to create a distinct brand that caters to a certain demographic. We briefly talk about the differences in branding between popular Vodka brands UV and Skyy, and the components that go into building an authentic image – even when the products themselves are similar in price and quality.
Segment three is all about getting the word out. Once there is a defined brand identity, the tricky part is shouting it from the mountain tops and sparking people’s interest. In Nick’s case, he has chosen to capitalize on San Diegans’ love for their city. He promotes the aspect that all ingredients and materials used in 619 Vodka are locally sourced and produced with ethical practices. Nick and Les then talk about how to establish a brand in both the local scene, as well as how to scale it as time goes on – without sacrificing core values.
Segment four wraps up the show talking about “future proofing” a brand identity. In addition to discussing the future of 619 Vodka, Les talks about how businesses, in general, can work to make sure their branding efforts keep up with the trends, fads, and consumer mindsets.
For some awesome branding tips from a couple of San Diego’s finest, be sure to give Entering the Market with a Bang a listen!
About the Hosts
Sam Wheeler is the host of This Week in Marketing and loves to chat all things digital. He is a business consultant with Inseev Interactive and has spent the several last years working on improving the digital channels of big businesses and small disrupters. His current projects include FinancePal and Guava Family’s new blog center that includes research-based content like their Non-Toxic Crib Guide.
Kevin Svec is a Senior Copywriter and Chief Content Strategist at E2M Solutions Inc. In addition to hosting This Week in Marketing, he operates E2M’s in-house podcast: The Marketing Microscope. In the latest installment, Kevin and E2M Founder Manish Dudharejia bring in Dr. Pete Meyers from Moz to discuss Modern SEO: Content, Data, and Algorithms. When he is not writing about marketing and business, Kevin is working on his travel and leisure website: Impulsive Wanderlust. The newest post is a fun NYC holiday guide.