Australian Agribusiness
What we do well:
Turn natural capital into great products.
What we don’t do as well:
Inspire the customer to pay a premium.
Objectives
Increase demand and the premium
paid for all Australian wine.
• Examine the characteristics of luxury brands.
• Suggest which elements are transferrable to
Australian wine.
Luxury Products“Beyond Necessity”
• High quality.
• Price disconnected from production cost (high margins).
• Rarity/scarcity.
• Craftsmanship and authenticity.
• History and heritage.
• Outstanding service.
• Control of distribution and pricing.
You don’t aspire to be a
Luxury Brand?
So what?
You can still apply these principles
to your agribusiness.
Tools
Apply Customer Led Design concepts to
storytelling:
Test stories to determine which resonate with
consumer emotions.
Three Common Themes
3. Luxury brands demonstrate
consistency of image and actions.
Wrap the brand I.D. in stories that align with identified
emotions.
“Selling a dream…”
“Great graphics will keep an audience entertained for
about two minutes. Great story keeps them in their
seats for ninety.”Lawrence Levy, CFO, Pixar.
Takeaways• Understand your unique Brand Identity.
• Accept that the customer is buying more than a product.
• Seek to understand the customer’s underlying emotional drivers of consumption.
• Customer Led Design may be adapted to understand customer’s emotional drivers.
Takeaways
• Maintain a consistency of image, stories and
language that mesh with the Brand I.D. and client
emotions. Conduct a simple audit to see which
elements are sending conflicting messages.