|
Strong brands can be recognised by the clarity
of their brand values.
With
its highly sympathetic and engaging brand icon
Blue Nun is a brand with a unique personality,
speaking a clear language. Blue Nun has always
been associated with innocence, trusted quality
and a certain simplicity of enjoyment.
These values are ideally suited to winning over
the modern wine consumer in search of easy
drinking, accessible wines that consistently
deliver high quality but don’t cost the earth.
Here
are the seven core brand values of Blue Nun:
QUALITY at an accessible price is the core of
the Blue Nun brand. It’s what motivates purchase
and repeat purchase, and its importance cannot
be stressed enough.
EASE.
Blue Nun is a quality brand, but it's also an
easy brand - easy to find, distinctive, easy to
understand, easy to drink. It’s fine wine,
but you don’t have to be a wine expert to enjoy
it.
RECOGNISABLE STYLE AND CONFIDENCE. These are
traditional virtues of the Blue Nun brand, and
in an increasingly style-conscious world, style
is necessary, at a very basic level, for the
brand to be considered an acceptable purchase.
MEMORIES. Blue Nun is an icon and almost
everyone has memories of it, either first hand
or via their parents.
FUN.
For the present and the future, Blue Nun is a
fun brand. It’s about sociability, good times
and friendship. Make no mistake, fun sells
wine.
INNOCENCE. We live in a complicated, competitive
world, full of me-too products, meaningless
labels, empty promises and a multitude of
different selling communications. Against this
background, consumers are increasingly looking
for what we call ‘innocence’. You could equally
say simplicity, plainness, humour maybe, honesty
certainly - straightforward human qualities that
now, more than ever, engage the consumer. |
