The word “brand” is notoriously difficult to define in marketing. If we were talking about a ranch brand—the kind seared onto livestock to signify ownership—that’s easy to understand. But in marketing, a brand is not a physical thing. It’s a symbolic construct. It’s not the label on the bottle or...

Let’s be honest: marketing is all about getting attention. In a crowded market, the competition for that attention is fierce. But here’s the thing—great marketing ideas don’t have to come from within the wine industry. In fact, some of the most successful strategies can be “borrowed” from other...