It’s all About the Story, Even with Sake
I admit that I’m not a true connoisseur of Sake, although I have sampled more than a few varieties, I do actually really like the chilled sparkling option. But, a recent story in the New York Times about Sake really connected to me. The story is about how top Japanese restaurants in Las Vegas have turned to the backstory behind their top shelf Sakes to sell multi-thousand dollar bottles of the stuff to their top-shelf clientele. Now, I’m sure there probably aren’t a lot of ski resorts that are going to be in the market to sell pricey bottles of Sake, I think that many of the same lessons could apply to how they sell their product. Here’s the heart of the article to me:
When restaurants in Las Vegas and elsewhere tell Henry Sidel, president of the Joto Sake distribution company in Manhattan, that they need something more expensive to impress their upscale clientele, he finds that a crucial selling point is a good yarn about how the sake was made.
“There are no brands if there aren’t stories,” Mr. Sidel said the other day in his office on Morton Street in Greenwich Village. “With our portfolio, I’ve focused on brands that have stories.”
Isn’t that what people are looking for in what they buy? This is certainly what Chrysler was shooting for in their recent “Imported from Detroit” Superbowl ad…what are other good examples of using story in marketing?
Comments are closed.