Whenever we write or talk about finding
an uncontested luxury real estate marketing niche in which to excel and
dominate, the response often is, “this is so hard to do, or all niches
have already been taken”. Here is an example of something we discovered
yesterday.
Brix Chocolate for Wine was
invented by pulmonologist (lung specialist), Dr. Proia, from Ohio who
felt that ordinary chocolate did not pair well with wine. So he
researched chocolate and found that a chocolate grown in Ghana was
perfect when blended with confectioner’s chocolate. A niche in the
chocolate business was born.
The word “brix” used as the brand comes
from a term used in the winemaking industry. It means to measure the
percentage of sugar in the grape, which determines when the grapes
should be picked. In winemaking 55-60% of sugar becomes alcohol. The
ideal brix is 20 to 25, which results in a wine with about 11% alcohol.
Brix makes 4 types of chocolate. Each
has recommendations for wine pairing. For instance, extra dark (70%
cacao) pairs well with Cabernet Sauvignon, Bordeaux, Barolo and Malbec.
If you are not a wine lover, you can pair it with Brandy, Cognac, or
Armagnac.
The difficulty that many luxury real
estate marketing professionals have in identifying an uncontested market
niche is thinking outside of the box. These niches are just not
obvious. If they were, they would already be taken by the competition.
That is where a strategic branding expert becomes invaluable.
Written by Ron & Alexandra Seigel-
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