Brand Strategy · Luxury Wine
Brand Territory Strategy
A brand territory and activation platform for a heritage wine brand, built around an existing but under-activated art program.
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Context
A heritage wine brand had strong fundamentals but a brand voice that wasn't generating emotional pull or conversation.
Objective
Identify a brand territory the company could credibly own, then translate it into a channel-by-channel activation platform and a connected social content system.
Approach
•Through prior research and an on-site visit, Art & Gastronomy emerged as a territory the brand could credibly own — grounded in an existing, under-activated art program already in place.
•Benchmarked illy, Uniqlo, and S.Pellegrino to build the strategic case for art-and-culture positioning.
•Identified and validated the territory against real internal assets.
•Developed a channel-by-channel activation platform translating the territory into concrete initiatives.
•Built a social content system giving the brand's feed a consistent narrative thread.
Outcomes
Strategy delivered to client.
My Role
Led the brand territory strategy end-to-end — competitive benchmarking, territory validation, and translation into an activation platform and content system.
Methods