Over time, brands can risk becoming mere labels. When a brand loses its spirit, it becomes just a symbol (logo).
A label simply identifies the product’s basic elements like contents, compliance, logo, name, trade dress, and copy.
A product is a commodity designed to serve a market purpose, which can be branded or generic.
Branded products differentiate themselves with a “brand promise” from the company.
What is a Brand?
– Brand Spirit: A brand is more than a product; it represents a way of doing business and a movement.
– Brand Promise: This is what the customer expects from the brand’s behavior and products.
– Social Promise: Customers expect brands to uphold social and health standards.
The key to brand success is staying relevant and keeping the SPIRIT of the brand alive!
Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
