Tom Wines Case Study
Authenticity delivers
The active NEO consumer behind The Fingerprint Strategy is seeking the genuine article. This need for authenticity stems from the lack of trust in institutions and corporations. Never has this been more so than in the world represented by AIG and Madoff. In the face of such revelations, the need is great for something and someone to trust. Something that is beyond disposable products and disposable truths.
The wine industry has been able to do this with great success in recent years as individual wineries have stolen premium sales from Traditional brands and inaccessible European wineries. The story behind the wine creates a real sense of authenticity and distinction, before the person ever has chance to experience the product.
Tom is one of the most expensive wines in New Zealand. It commands a premium because of its authenticity – expressed in the product itself and its packaging. Tom is a tribute to Tom Macdonald, the grandfather of the NZ wine industry. Each bottle comes in a beautiful presentation box, is hand-numbered and hand-sealed, and comes with a book explaining its heritage and vintage characteristics.
Architects, designers and even developers create an opportunity for authenticity in real estate, if they can be open and honest about the project. Be careful, being inauthentic is the greatest crime of all to the NEO buyer.
