URGENT! Have to make a Communication Brief for a case stude

Bernard Hadley-Beauregard, or Bernie for short, knows that for most products branding is critical for sales success. Bernie recently quit his job with a popular Vancouver marketing company to launch his own image and branding consulting venture. A branding expert, he has just taken on the most challeng- ing project of his career—to turn the badly named “A’Very Fine Winery” of Abbotsford into a hip, cool new brand.

But Bernie has his work cut out for him with this struggling and broke winery, and his own brand reputation is on the line. David and Liz Avery, the owners of the struggling three-hectare winery (hence the name “A’Very Fine Winery”) are over one million dollars in debt and will face bankruptcy in months if sales don’t take a turn for the better. The Averys have been scraping by for the past few years selling their wine through buffet restaurants and independent beer and wine stores. Lately sales have been very disappointing and bottles of wine have started to pile up on the Averys’ property, and this isn’t planned “aging.” The Averys know that they need a fast and effective change if they want their dream business and life investment to survive. So they have hired “Brand Man” Bernie to revitalize their brand and get sales rolling again.

Bernie needs his newly launched company to start off on the right foot and has his sights set on sell- ing the Averys’ wine to some of Vancouver’s finest restaurants and wine stores. Bernie has the challenge of turning the Avery winery’s product into a stylish, appealing, and profitable wine before the Christ- mas season. A successful and complete re-branding is in the wings for the Averys and this 180-degree change will determine whether the winery makes it through the New Year, and whether Bernie will see a paycheque and a profitable company. A few obstacles, however, stand in the way, like getting more financing, and the need to focus on making the wine while the grapes are at their peak.

Bernie’s concept is the brand “Lotusland”—a term used by many Canadians to refer to British Columbia’s Lower Mainland. Bernie wants to put images of Vancouver celebrities on the label with rec- ognizable Vancouver landmarks.The idea is to create a Vancouver brand for Vancouver consumers. A year and a half after launch, Lotusland is being sold in 30 Vancouver restaurants, and the Averys are almost out of debt. They have been asked to start an organic vineyard as the central feature for a subdivision of luxury homes. They have asked Bernie to join the project but he’s hesitant—working with the Averys wasn’t easy.

Questions 1. Although there can be many beneficial aspects to re-branding, what are some potential dangers

associated with a complete brand transformation? 2. Why do you think that this winery was struggling in the first place? Do you think that the Averys

could have turned their business around themselves? Why or why not? 3. What considerations should go into choosing a brand name? Is “Lotusland” a good brand name for

a wine? 4. How might Bernie support the Lotusland brand identity through other marketing mix decisions?

Source: This case was prepared by Brock Smith and is based on “Avery Wines, The Brand Man Update,” Venture #943, 2005.

VIDEO CASE

The Brand Man

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