TRADE ARTICLES

Global Wine Marketing Expertise

Every year, the Institute writes and publishes articles in a number of wine industry magazines and trade journals. These articles discuss our research findings and provide useful commentary for understanding and implementing the outcomes into business practice.

Let's make one thing clear: Branding

Author: Lockshin, Larry

Abstract: According to Larry Lockshin, a clear brand story should be the basis for all marketing planning. It must be consistent among all people and marketing activities to be effective.

Publication: WBM. Australia’s Wine Business Magazine, July 2013, pp. 34-36

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