One wine fits all?
I’ve said it before, I’ll say it again: the more you try to be all things to all people, the more you become nothing at all. There’s a word for this phenomenon: homogenization. Those of us old enough to remember what milk tastes like (the old-fangled kind, delivered to our door, complete with that deep, delicious cap of cream at the top) will attest that the homogenized product sold in the dairy case of groceries everywhere bears only the faintest of resemblances to real milk.
Speaking of milk and homogenization, it bears pointing out that Starbucks isn’t really about coffee so much as it’s about milk. Milk as delivery beverage for various flavorings – primarily coffee, true, but let’s not kid ourselves. Starbucks figured out right from the get-go that adults are really just big kids. Give ‘em a hot chocolate in the guise of a sophisticated quasi – Euro beverage, slap a cool logo on it, and well, you know the rest. Think about it, how often do you ever hear someone even bother to say “caffe” when they order their double-tall butterscotch extra-whip latte?
But I digress, sort of. As consumers are increasingly, incessantly bombarded with messaging and marketing , the lion’s share have become conditioned to be less concerned with the contents than the package – and most importantly, the brand that package wears. As the average American becomes more and more distracted by competing sound-bite calls for his or her attention the most effective means of attracting a consumer’s attention (read: dollars) is pretty much reduced to being the shiniest shiny thing or yelling the loudest (and I mean that both literally and metaphorically). Done effectively it’s not the sort of thing that invites contemplation or anything resembling reasoned consideration.
So…HEY! It’s all about the brand. Get the prospective buyer’s attention, give ‘em a package they‘ll feel good flaunting, one that flatters their self-image -- and all that remains is to make sure that they come back for more. No rocket science or hocus - pocus there, either. It’s not even a matter of putting anything particularly impressive behind the brand – in fact, if it’s mass market appeal you’re after, the less impressive, the better.
Back to the milk riff for another chorus… Real milk actually tastes like something, has character, a very particular flavor. When it’s at its best, it’s the sort of thing that you either like or you don’t. Like great wine, real milk can even take on the character of the place it’s from. High mountain meadows, sweet alpine grass, coastal pastures, maybe a kiss of salt breeze, folded into a marshier kind of grassiness. More defined, more particular – and appealing to an even more specific customer. When it’s the goods, everybody doesn’t necessarily love it. Great stuff for the discerning milk drinker, but not the sort of thing that builds market share.
Music? Play it again, same deal, Sam. For the dialed in urbanite, Jazz is a cool word to fling around and makes a nice bumper sticker for the public persona. But Miles, Coltrane, Blakey, Ellington, Charlie Parker, Bud Powell, et al aren’t necessarily always pretty. It’s music that comes from real, living, breathing, feeling, suffering, joyous, sad, elated , longing, melancholy, happy, hurting, exuberant souls in all their messy rawness. Hard to ignore, hence not the best choice for background music. Not to mention that to really get what’s going on in music like that requires actual listening. And maybe even thinking. Not a recipe for big sales. Wanna sell records and make money? Think Kenny G. Nice, saccharine little melodies that require neither attention nor participation. Sonic wallpaper. You need not be present to win.
Wine? Same basic idea (with a few fun peculiarities that’ll be fabulous fodder for future forays --stay tuned!). Get the bottle on the table with nice graphics. Keep it there by making it a nice, friendly, lush, innocuous alcohol delivery beverage. Update the package from time to time to “keep it fresh” and viola! You’ve got yourself a brand. Thirst-quenching wallpaper, complete with a buzz.
Is that a bad thing? Nope, not really. We all like what we like – and sometimes, all we want is a little refreshment, a cocktail, as it were. But the world is your oyster -- or oysters, as it were. The array of flavors, shades of nuance and cast of characters out there is as astounding as it is endless. And it’s all just waiting to be discovered, tasted, savored and to broaden the lexicon that makes up your story of the world. Best of all, you get to choose. If you like the homogenized kind, well, that’s just fine. There’s plenty of it and plenty of folks who’ll be happy to sell you some. Nothing could be easier.
If, on the other hand, you want something that actually IS something, has a story to tell, real flavor, character … soul – well, all you have to do is open your eyes, ears, mouth and mind. Must be present to win.