Putting a face on your brand
I came across this YouTube the other day of Michael Mondavi being interviewed by a guy in Italy about wine blogs. Among other things, Michael said: “… my daughter and her friends do not look at Wine Spectator, Decanter. They get emails from friends…they go to the blog…it’s interactive…and they trust the blogs more than they trust the critics and magazines.”
It’s nice to see a guy of Michael’s age give props to the blogs. It’s not always easy for a Baby Boomer to “get it.” But then, Michael is the eldest son of Robert Mondavi, and nobody in the history of wine better understood just how the intricate mechanisms of marketing, P.R. and technology mesh than Bob. I don’t know how much Robert Mondavi knew about the Internet before he died, in 2008 at the age of 94. He’d been in failing health for some time. But I suspect that, had he been physically able, Bob would have been deeply involved online today, especially in videos. He was deeply photogenic, even into old age, and he had a playful, natural way of interacting with the camera, as this YouTube shows. Michael, in his welcoming video on the website of his Folio Fine Wine Partners, seems a bit more self-conscious compared to his father’s effortless ease. Michael’s younger brother, Tim, shows more of his father’s geniality in videos; check out this YouTube as an example. At any rate, it’s probably unfair to compare the sons to the father. Robert was, literally, incomparable.
What Robert got, and what Michael was referring to, was the importance to a vintner of establishing a personal relationship with his customers. Of course, that relationship isn’t really “personal” the way I have personal relationships with my family, friends and neighbors. You don’t really “meet” anyone through the media. My 2,500 Facebook “friends” are friends only in a strictly defined sense of the word. But Robert Mondavi knew that a bottle of wine that has a face, place and personality associated with it will stand a better chance of being bought than one that floats anonymously in a vast sea of bottles. So much the better once a name becomes branded, and no name in the history of American wine has been more potently or successfully branded than that of “Robert Mondavi.” That the company over-extended its brand, leading ultimately to its demise, takes nothing away either from Robert Mondavi’s astuteness (or our appreciation of it), or from his legacy, which teaches us that branding is the essential cornerstone of business success. It’s not possible, obviously, for every winery to have a face as iconic as Robert Mondavi’s; and I suspect that most winery principles would not want their faces out there, the way Robert’s was. Robert was, in some respects, a performer. He used to remind me of a Vaudevillian, an old trooper whose philosophy could be expressed as “The show must go on.” No matter how he was feeling, when it came time for him (and his wife, Margrit) to go onstage, they squared their shoulders and rose to the occasion.
With all the talk nowadays about whether and how much a winery person should tweet, Facebook, blog and all the rest, I wonder why more winery owners and winemakers don’t become the face of their brands. We humans are above all a visual species; before we had invented reading and writing, we used our eyes to scan what was in front of us, telling friend from foe, truth teller from liar. Humans have not changed, only technology. Which California winemakers are doing the best job of getting their faces out there and symbolizing their brands? I’d like to hear your suggestions.