Amazon Wine: One Inch, One Second

Screen shot of Amazon's wine storeFollowing with interest Amazon's entry, after two earlier aborts, into the online wine marketplace, this quote in Advertising Age struck me:

"The self has become the screen; the onlycopy truly detectable is price, ounces and a logo," It is even more imperative in the online-shopping experience, as brand are condensed to a one-inch image." (Terri Goldstein, Goldstein Group)

When the "story" is so central to selling wine, and when, presumeably, wineries team up with Amazon to extend their reach, how is that story communicated in one inch and one second of a viewer's attention?  


Does your logo bring to mind a flushing toilet?

Uhboy.  The UC logo folks must have a giant and collective migrane right now.

 I can't say I liked it or "got it," especially the disappearing "C". Now that it's been dubbed a flushing toilet, I'm unlikely to see it as anything else.

 Perpetually loading computer icon? Can you hear me grinding my teeth?

Bottom line, logo changes are perilous, especially when there are so many smart,  vocal, social-media using stakeholders--234,464 of them. I'm surprised there wasn't more student engagement in the design process. Maybe there was- if so, that's the first message I would have sent when unvieling the new look.



Toast: Grandfather's Book Opens Door to Past (Vacaville Reporter)

Note: This was my column published in the Vacaville Reporter on 11/6/12 and the Vallejo Times Herald November 11/7/12.

No one enjoys the guilty pleasure of a season's worth of TV consumed over a weekend as much as I do. I was halfway through the first season of "Boardwalk Empire," the HBO series about Atlantic City bootlegger Nucky Thompson, when a genuine artifact from Prohibition arrived in my mail.

It was a book, "The Complete Wine Book," by Frank Schoonmaker and Tom Marvel, that had once belonged to my grandfather. He died before I knew him, so this connection in the form of a wine book is a treasure. A personal treasure for sure, but it is also a historical gem, because it was published in 1934, months after Prohibition was repealed. It gives the reader a firsthand account of what it was like to be a wine lover at a time when drinking wine was not allowed. Maybe I should say that, legally, it was not allowed, there were loopholes.

People who made wine at home, either because of old-world tradition or new-found necessity, were permitted to make up to 2,000 gallons a year. During Prohibition, the amount of California acreage planted to wine grapes actually increased in order to supply these home winemakers. Yet Schoonmaker and Marvel bemoan the state of domestic viticulture at that time.

The problem was that in order to stay in business during Prohibition, grape growers were forced to uproot their tastier varieties, which were thin-skinned and didn't travel well, for heartier grapes that made inferior wine, which, according to the authors, were the alicante bouschet, zinfandel and petite sirah. I strenuously disagree with their condemnation of zinfandel and petite sirah, but I digress.

It takes about four years for a grapevine to produce a marketable crop, and even longer to age a wine. After repeal, even if grape growers had immediately replanted the better varieties, Americans would have to wait years for good domestic wine.

"To expect of American vineyards any real quantity of fine wine before 1940 or 1945 would be to expect a large-scale repetition of the Miracle of Cana," wrote Schoonmaker and Marvel.

They were also upset with grape growers appropriating the names of French localities such as Chablis, Burgundy and Champagne for California wines.

Steve Buscemi as Enoch "Nucky" Thompson "There is no indication that California wine would ever be considered as good as European wine. To attempt to maintain, as Mr. William R. Hearst, a loyal Californian, does with laudable, if mistaken, patriotism, that under these conditions the wines of California are 'just as good as those of France, if not better,' is even more ridiculous."

However, the authors were optimistic about the future of California wine, recognizing the ingenuity of California grape growers.

As evidence, they cite a product that may be the most inventive packaged good of the 20th century, the grape block. It was a brick of dried grapes, seeds and pulp, for making "juice," with explicit instructions of what not to do. Don't add sugar or yeast or keep in a dark place, otherwise your juice might ferment and turn to wine, cautions the grape brick label. This marvel of marketing speaks volumes about the eventual demise of Prohibition and ultimate success of California wine, something on which I'm sure my grandfather, Schoonmaker and Marvel and Nucky Thompson could all agree.


Steve Jobs on Marketing 

Lessons From the Six Billion Dollar Man

Shortly after I wrote this I had dinner with two Silicon Valley "Sistahs" that had worked at Apple, one for over 20 years.  During that time she worked 7 days a week and loved it, but eventually chose family and friends over the heady work world of Apple. My other dinner companion told a story of how Jobs had thrown a friend of hers under the judicial bus, ruining her career,  when there was some funny business over postdating stock options. But when she expressed anger, it was not because of his dirty dealings, rather it was because he died, and she didn't get to see whatever he would have dreamed up next. - AM 11.13.12

Steve Jobs was an unapologetic perfectionist. He drove those around him crazy, but his uncompromising commitment to the customer experience built a six billion dollar empire. Here’s a few “takeways” for your own empire building.

Use your intuition: Market research is fine, but small businesses are successful because they can act quickly when they know they are on the right track.

Mediocrity is not an option: For Jobs, everything, from advertising campaigns to the people who worked for him, were limited to one of two categories: junk or genius. If something wasn’t the best it was abandoned or reworked till it was genius.

Networking AND cold calls: Starting out, Jobs networked with former employers and other contacts but was equally fearless about calling up a powerful CEO to pitch an idea.

Simplify: Just because you can add a feature doesn’t mean you should. Simple is elegant. Simple is fun.

Design: Jobs understood the importance of designing products that were not only functional but beautiful. This passion for design extended even to the inside of his computers, something his customers would never see.

You can't have quality without control:
Jobs wanted to control the customers experience from the moment a package was opened. His attention to detail was legendary - from the stone used in the floors of Apple stores to the color of the ipod’s earbuds.

Image is everything: Jobs designed an early desktop computer with a handle, not so much so that it could be carried, but to “impute” it with a friendly, approachable image for folks who found computers scary.

Focus: Say no to all but the top three directions your business can go and then focus like a laser.


Bad Girl Badass Books

Books you should read by some BADGIRL BADASS women: Gabrielle Hamilton

Blood, Bones and Butter by Gabrielle Hamilton

Gabrielle Hamilton learned to cook coming up through the ranks of diners and catering gigs, not at a fancy culinary academy. Her memoir opens with the summer her parents, a French mother and set-designer father, kind of lost track of her in the midst of their divorce. To keep herself going she got a job washing dishes, and ate from the mysterious jars of food her mother left behind. She has some scrapes with the law, does a stint in the catering business with tales of un-fresh and much-too-handled food, finds a very small restaurant covered in rat shit and transforms it into Prune, and falls in love with an Italian doctor, his family and Italy. This woman loves food, men (women too) and life: Agreed.  I swooned for her, Charlie Rose did too.


Love My Rifle More Than You by Kayla Williams

This badass soldier went to Iraq as an interpreter because she had learned a little Arabic from a bad boyfriend back in Florida.  She recounts the badassitude of the female soldier along with the dirt, grit and general confusion of war.

Wild by Cheryl StrayedCheryl Strayed

When I'm debating the safety of hiking Mt. St. Helena by myself, a popular hike with a paved path and cell phone coverage most of the way, all I need to think about Badass Cheryl Strayed, who hiked the Pacific Crest Trail (at least the part that wasn't snowed in) by herself, even when, with only 2 cents in her pocket, when on a break, her hiking boots tumbled over a cliff. (To be precise, one tumbled, she threw the other one after it). You'll have to read the book to find out how she survived that and other challenges.

What you'll remember about Cheryl, Kayla  and Gabriella is that they perservered because they just couldn't afford to quit.

Who can?

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