Tag Archives: Carmel-by-the-Sea

KELLER WILLIAMS CARMEL REALTY HAS MOVED

JOIN US FOR A SPECIAL CELEBRATION

THURSDAY, JANUARY 23
FROM 5-7PM

26435 Carmel Rancho Blvd.
Carmel, CA 93923

gold20key2-sharp-engineering-inc

CARMEL, CA – Keller Williams Carmel Realty has moved and invites you to

celebrate their new location and their new team leader, Molly McGee.

They will be holding a Carmel Chamber of Commerce Ribbon Cutting and

Open House with small bites, wine, and music on Thursday, January 23, 2014

from 5:00 – 7:00pm at 26435 Carmel Rancho Blvd. Carmel, CA 93923.

Please RSVP to 831-622-6200 or Frontdesk505@gmail.comKW Carmel Realty

Commoditization of a Brand

I’ve been thinking about the process by which brands actually become commodities in the first place. Economists sometimes refer to commoditization as a state of “perfect competition”. Of course, from a marketing point of view, that could not be further from the truth. Commodities are uncompetitive as brands. They ride the currents of supply and demand, going up and down in response to market forces with little or no ability to differentiate and no margin beyond that provided through volatility. They have become trades.

Three key forces drive down value-added margin:

1. Commoditization of price – the one we are all familiar with. Products are inevitably drawn down towards the perfect price of free.

Carmel Wine Walk-by-the-Sea, Carmel, CA

Carmel Wine Walk-by-the-Sea, Carmel, CA

2. Commoditization of loyalty– the reasons to stay loyal to one brand come under increasing pressure as others match on features and compete for emotion.

3. Commoditization of delight – consumers now expect more and more as of right, which means that it is increasingly difficult for brands to surprise and delight. At some point, brands that have relied on their innovation to be ahead can get swallowed by the “high tide” of expectation and subsumed.

These forces play out on your brand in what I call “the four stages of one”. These four stages  explain how and why perceived value degrades.

1. The one – you have market dominance – either because you created the category or you now have significant scale in the category. You drive the market, and the market and your competitors look to you for competitive and innovation signals. You have the world’s attention, and that’s both a good and a bad thing. You’re probably feted and criticized in equal measure.

2. Someone – competition intensifies, as others either copy your ‘magic juice’ or create their own. Alternatives appear, sometimes with the same broad formulation, sometimes something completely different. Your market share starts to shrink, but if the market itself is growing, you may or may not even notice or care. You start to lose the ear of consumers. The story that was once yours starts to evolve into a story for the category.

3. Anyone – market demand has grown but your dominance as a brand continues to decline. Seeing the opportunity in this area, your competitors now include not only direct rivals but other firms in related markets who have seen an opportunity to converge into the space. Maybe you wrong-footed a couple of product launches, or your competitors stole a march on a category enhancement. Either way, your tide is going out, and you face increasing pressures from your customers on the price and placement premiums you once commanded as of right.

4. No-one – you’re gone. Either literally or as good as makes no difference. Ironically, the market itself may have grown to the point where, as a whole, it is exponentially more valuable than when you began it, but because of the number of players, the intensity of the competition and the almost inevitable revolutions in distribution that have occurred, the footprint for the sector is now so widely distributed and the value of each percentage of footprint for participants is so small that this is now a very difficult place to make money. You may decide to continue to hold a presence in the sector you founded, but your exit strategy in terms of income dependence should have been well and true activated by now.

Decommoditization reverses this process, but with one important difference. It skips the third stage of one – anyone – and instead looks to shift a brand from ‘no-one’ to at least ‘someone’ in a category. The reason is simple. You need to be ‘someone’ before you can seek to unperch ‘the one’. To do that, you must generate distinctive and competitive meaning for what you offer: meaning that positions you as the rightful challenger and potential market leader. As The Blake Project’s Thomson Dawson put it recently, “To lock onto relevant differentiation means to provide something that is highly valued and not in abundant supply … Innovate greater meanings not more function.”

Where so many companies go wrong is that they do indeed lock themselves into a functions race, trying to redefine the territory they know by adding to what they have and believing that, in doing so, they will head off others around them. It’s a way of thinking that the people at Bizshift perceptively describe as “betterentiation”. Ironically, that process often only adds to the commoditization effect, because it delivers consumers even more at little or no extra cost – raising delivery expectations and lowering margin and surprise opportunities at the same time.

 

May 30, 6 – 8 PM Caraccioli presents author, Gerard Rose.

Come and enjoy an evening of literature and wine with Caraccioli Cellars. This reoccurring event takes place the last Thursday of each month.

On May 30 from 6 – 8 PM Caraccioli presents author, Gerard Rose.

Tasting Room2_2861-4A native of Australia, Gerard Rose is a trial lawyer, some­time politician, retired US Naval Officer and an advocate for a wide variety of noble and important civic causes in Carmel-by-the-Sea and beyond. Join him at Caraccioli Cellars where you will enjoy wine and discussing his books, which include “The Early Troubles” (2011), “The Boy Captain” (2012), “Bless Me Father” (2012), and now “For I Have Sinned” (2013).

Caraccioli Cellars will be offering 10% off all flights and bottles for all Wine Club Members and for those that purchase a book during the event.

No reservations are necessary.

Carmel Wine Walk by-the-Sea™ Hosts Wine Crawl Mixer

Carmel Wine WalkThe Carmel Wine Walk by-the-Sea™ will be hosting their annual Wine Crawl Mixer with the Carmel Chamber of Commerce on Wednesday, March 20th from 5 – 7 PM.

The cost of the event is $10 Carmel Chamber Members, $20 Community Members.

Carmel Wine Walk by-the-SeaThe Wine Crawl will start at the Carmel Chamber of Commerce Visitor Center on San Carlos between 5th and 6th and guests will have the opportunity to sample two tastes at any 5 (of the 10) tasting rooms of their choosing.

The Carmel Wine Walk-by-the-Sea™ is a group of ten vintner and grower tasting rooms in Carmel-by-the-Sea village that have banded together to market and promote walkable, small lot, Monterey County wine tasting in the 1×1 square mile village of Carmel.

Wine Crawlers have the opportunity to choose from two pours at any 5 of the 10 tasting rooms of Caraccioli Cellars, Figge Cellars, Galante Vineyards, Manzoni Cellars, Blaire Estate, Shale Canyon, Scheid Vineyards, Wrath Wines, Vino Napoli and DeTierra Vineyards.

For more information visit http://www.facebook.com/carmlewinewalkbythesea or follow them on twitter @CarmelWineWalk.

CARACCIOLI CELLARS PRESENTS AUTHORS & WINE

Caraccioli Cellars Presents the inaugural Authors & Wine event in their tasting room at Dolores and Ocean, in downtown Carmel-by-the- Sea on Thursday, January 31, 2013. Caraccioli Cellars invites guests to join them for an evening of literature and wine. This reoccurring event will take place the last Thursday of each month.

“We have a great relationship with our neighbors in Carmel-by-the-Sea, and wanted to offer the community an activity that they could anticipate on the last Thursday of every month,” states Scott Caraccioli, VP of Marketing at Caraccioli Cellars, “with some brainstorming we collectively came up with a Authors & Wine program.”

ImageThe inaugural Authors & Wine event takes place on January 31 from 5-7PM Caraccioli presents local author, Tony Seton. Tony is a professional writer and will be on hand to discuss his most recent murder mystery “Heart of Wings.” If encouraged, Tony may also discuss his earlier career as a broadcast journalist, where he covered Watergate, six elections, and five space missions.

ImageNo reservations are necessary and Caraccioli Cellars will be offering 10% off on all flights and bottles for their Wine Club Members and for those that purchase a book during the event. 

Los Altos Town Crier – Carmel offers respite from holiday bustle

 

The weeks after Christmas and New Year’s Day offer revelers a chance to regain their strength from the rounds of holiday cooking and frolicking. It’s a good time to relax and get away for two or three days. Throughout the month of January, quaint Carmel quiets down, and a few more rooms become available at the inns.

Monta Potter, CEO of the Carmel Chamber of Commerce, boasts about the area’s mild climate – an average of 60 F in January. Point Lobos State Preserve offers coastside hiking and some of the most beautiful views in the region.

Even if it’s cold, there are plenty of alternatives to the beach. Carmel Wine Walk passports sell for $50 and allow holders to taste at seven local tasting rooms via self-guided tour and map. Stop by the Visitors’ Center between Fifth and Sixth streets downtown to buy one.

Los Altos Town Crier – Carmel offers respite from holiday bustle.

Get the calendar out!

Planning for a busy week in Monterey County.

Halloween Parade in Carmel-by-the-Sea on Wednesday then LA Times travel writers in Carmel-by-the-Sea enjoying the Carmel Wine Walk by-the-Sea as well as Carmel Food Tours, the Sunset Center and meals at Little Napoli and Aubergine, etc. etc. etc.

Sweet Earth Natural Foods Harvest Party and Open House next weekend, Saturday, November 3, from 12-3PM at 3080 Hilltop Road in Moss Landing.

And the Monterey County Vintners & Growers Party in the Hangar at Del Monte Aviation from 11:45 – 4PM on Saturday, November 10. 

Hope to see you!