Paul formed Balzac Communications & Mktg, and is an instructor for Napa Valley College’s Viticulture & Enology Dept, in addition to being a regular columnist for Vineyard & Winery Mgmt magazine. In the May-June 2011 issue Wagner urges winery management to “think twice before making your winery’s proprietor the voice of your brand.” He cites Robert Mondavi as the most “successful spokesperson” in the wine industry “because he constantly traveled around the country promoting the RM brand and making connections.”
“So What’s Your Story?” “The hottest term in marketing these days is the brand narrative. This is a three-syllable word for what really matters, which is your story…. To do good marketing, your brand has to have a memorable story.” Successful marketing takes diligent hard work. If the business owner wants to be the company spokesperson, is he or she prepared to “commit the time and energy it takes to be successful?” “Does the ow

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