Welcome to Episode 938; Refreshing your brand story for the US Market with Juliana Colangelo and Michelle Erwin
Welcome to Wine2Wine Business Forum 2021 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.
About today’s session:
With a changing consumer demographic and preferences, distributor consolidation, and brand explosion, we can all agree the wine business is more competitive today than ever before. The key to success in this day and age is brand pull, recall, strength, notoriety, recognition → brand awareness. A brand refresh strategy requires less risk than a total rebranding, and it can still get you the results you need to remain competitive. By making subtle changes to your positioning, messaging, and how you communicate, you can:
Protect the integrity of your brand
Expand your reach to new customers
Ensure your company image keeps up with the changing marketplace.
Michelle Erland, Senior Account Executive and Juliana Colangelo, Vice President of Colangelo & Partners, will talk about strategies and tools to refresh and differentiate your brand story to stand-out in the U.S. market for both press and trade audiences. Using case studies and data, they will share some of the most current and successful tactics for communicating your brand story to reach your target audience.
About the Speakers
Juliana Colangelo IWA
Juliana Colangelo has been a part of the Colangelo & Partners team since 2013 and has worked extensively throughout the company on media relations, client and team management and new business development. Juliana has developed a personal and creative approach to the business, providing excellent client service and building strong press relationships. She is dedicated to delivering results, and working closely with clients to realize their communications goals. She has secured feature stories and placements on behalf of clients in top media outlets such as Bloomberg, WSJ Live, Market Watch, Chicago Tribune, Beverage Media, Wine & Spirits and more. Juliana has worked with a diverse range of wine clients such as: Wines of South Africa, Frescobaldi Toscana, Mulderbosch Vineyards, Charles Krug, Larkmead Vineyards, Kosta Browne and Kendall-Jackson
Michelle Erland IWA
Michelle Erland is a New York-based Sommelier and a Senior Account Executive with Colangelo & Partners Public Relations, an integrated communications agency that specializes in fine wine, spirits, and food. At C&P she works on an array of campaigns including Charles Krug, Marques de Murrieta, Benchmark Wine Group, Prosecco DOC, Frescobaldi, Barolo & Barbaresco, and Livio Felluga. Michelle is a graduate of the Intensive Sommelier Program at the International Culinary Center (French Culinary Institute) and a Certified Sommelier through the Court of Master Sommeliers, Americas. In 2017, she became a Vinitaly Italian Wine Ambassador. She holds an MBA with a concentration in the hospitality sector through Johnson & Wales University. In 2020, Michelle earned her Crisis Communication Certificate through Cornell University’s Johnson Graduate School of Management.
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