Discovery Brand Strategy
Discovery Brands are the opposite of “Big Brands” (see Big Brand Dilemma) and offer an entire new marketing opportunity that is aligned with Social Media, the Web and the New Buyer.
Discovery Brands are not broadly promoted but are “Discovered” by the customer through Web-Integrated-Retailing.
Strategy for success:
- Feature more private label and discovery label products.
- Host Social-buzz events such as wine tastings and wine picnics where your customers can taste wines then contribute by rating the wines and commenting on them.
- Feature these items with 4+ stars in your retail location.
- Manage your “Wine Wall Placements” and feature “Discovered” products.