[ Yellow Tail ] is the brand name.
You can read all bout the story of creating this brand name here: “Yellow Tail: Clever Brand Positioning Within The American Wine Industry”
A brand name is:
The Yellow Tail brand name delivers more than just a mark of their products. It has some USP(Unique Sales Proposition) characteristics as well;
- It is one of the first brand names in the wine industry, which makes it also a USP by making it stands out/
- It is Australia! By displaying the kangeroo on each label it identifies the wine as Australian. The Kangeroo is UNIQUE for Australia. No need to check the label’s text
- It has a UNIQUE label graphics that display the Kangeroo the same way in all is labels.
- The Kangeroo by itself is a UNIQUE animal.
So to sum up the message of the Yellow Tail brand name: Yellow Tail is a unique authentic Australian wine, just like the Kangeroo.
This example shows that having the right USP, even if it embedded in the brand name has almost everything to do with the future success of the business, even if it is just wine!
How much success would this winery has if it was called “Casella Winery”?
Was it worth the financial investment that generated this brand name?
Isn’t a USP and a brand name the FIRST priority in marketing, and is the most important financial investment>
I would start with creating a USP and a brand name even BEFORE having or creating a winery. Do you think this is the correct sequence?
Let me hear your comments and ideas!