We believe that MANY Ad
& Brand campaigns are
visually boring with
messages set to:
Or you could create market
campaigns which are
specifically designed to
Everyone else
does the normal.
And pretty sure they do it well.
However, if you
want Solutions
as to how we
arrived at that
answer, we’ll
charge $ for that.
You may have come
to the right place.
We’ve recently had an MBA candidate from Wagner College in Staten Island reach out to us wanting to join us in the House of 8grape.
He asked questions which we
are all too happy to answer.
Here’s how the Q&A went:
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We can look at their social media (paid, owned, shared, and earned media), and see if the branding campaign we’ve done is taking hold. If people are talking about it (good or bad), this has value.
According to any major Branding Agency, developing a brand almost always takes 15-months to 3 years. This is to get a brand’s intangibles activated (in-house and then out into the public) and these are the ones that become alive BRANDS in the market.
Ultimately, all that matters in marketing is if the company is making (more or less) money or not. We can and do measure this in their in-house accounting system.
Some companies don’t like to share this information candidly and forwardly. And we fully and completely understand this. For them we charge Premium or Luxury rates.
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We have a PDF which addresses this in great detail. We call this system WoMA (Word-of-Mouth Advertising). The PDF is > here.
WoMA follows a very predictable pattern each time. The pattern is based in Storytelling and has existed for centuries (although most people and agencies don’t know what that is nor how it is manufactured).
The first step is to get:
1. Disciples, onboarded and trained, then 2. Evangelists (trained in the memes and/or lifestyle(s)) and finally 3. Ambassadors and this can happen quickly (15 months) or more slowly (3 years) which depends on how powerful or how lame the Brand messaging is.
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We’ve sent the Branding vs. Commodity PDF, so this document should answer your question. We can look at their social media too to make a determination.
Then, we’ve also sent the “Diffusion of Innovations” (DOI) document so this means that after a brief conversation with the business owner or manager we are able to hear their “Loves or Hates” when it comes to RISK (innovation - laggard). This also helps us to communicate with them in a way they feel safe and heard.
As far as being a brand or commodity the best way I know to tell the difference is if they have a following or not.
That, and also is the company competing on price (with Sales Deal, or Discounts SDDs) or are they competing on a purpose, beliefs, a persona, emotions, and their culture.
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Hmmm. This is a loaded question.
The most common mistake is very basic: They don’t understand that Branding is an intangible asset. That, branding is the thoughts and feelings people (the public) have about a company and what it stands for (who it hates and who it loves).
People love brands that have this (love/hate) tension already built-in.
Trump (his public persona) is a great brand. We (the public) somehow get the inkling of his feelings and thoughts about how he perceives the world. This, for us (love him or hate him), is a great brand. He checks off all the brand boxes (Purpose, Beliefs, Persona, Emotions, and Culture ) in the MAGA meme (which Trump lifted from the first Ronald Reagan campaign in the early 1980s).
A great brand should have these brand attributes outlined and written in their Brand & Design Guidelines so that the Disciples, Evangelists, and Ambassadors can easily and cohesively follow the company’s brand protocol.
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This is a matter of staff & employee training (and comes from the company’s Leadership: C-Suite and Chief Branding Officer) through the Brand & Design Guidelines (a 40-50 document which is shared and studied with all the staff & employees).
This is also why it takes 15 months to 3 years for a brand to take hold and become a “living thing” in the market.
A S S E T S
U N D E R M A N A G E M E N T
Ecosystem and Holdings
When Growth Gives Way to Meaning
There comes a point where expansion is secondary to coherence. Where success is measured less by reach than by relevance. We help shape companies that must last, and they require work that reflects longevity.
8grape approaches brands as authors: a deliberate act of definition that clarifies in its meaning; endurance, and finally what will be remembered.
Email : 8grape
The House of 8grape
Business Survey
PART II
There are plenty of human beings
on the 8grape team who provide
the following services.
Thank you for submitting.
You should hear from us
in 12-24 hours.
or feel free to
Email: yes@8grape.com
Yes, we do keep all Clients or
Patrons information strictly
C O N F I D E N T I A L .
Entertaining wine.
There are said to be 10,000 grape varieties in the world. 80% of all the commercial wine we shop for or are served in restaurants is made from only 8 types of grape varieties.
For red wines the varieties are:
Cabernet Sauvignon, Merlot, Syrah or Shiraz, and Pinot Noir.
For white wines, we have:
Chardonnay, Sauvignon Blanc, Riesling, and Viognier.
Businesses are like wine (some age well, bottled, and deeply enjoyed). Others become bitter and tart like savory vinegar. Both instances are usually a matter of time.
The juicing of any grape produces a clear liquid which always happens irrespective of the grape’s skin color.
For example, both Pinot Noir (a red) and Pinot Gris (a white) wines are from the same grape. One retains its skin and is fermented (the red). The other is not (the white).
For Red Wines:
Skins are deliberately left on, and the grapes are fermented. The red hue which emits from a red-skinned grape is a chemical called anthocyanin giving the wine a crimson or rich burgundy color.
For White Wines:
A grape is peeled, juiced and fermented.
Education.
Brand & Identity
-
Branding should do more than look good, they should convert visitors into clients. We design and execute modern, user-focused websites built for both desktop and mobile while using the optimal Google SEO practices.
Whether it is an eCommerce website, a restaurant booking system, or a corporate portfolio, we create websites that deliver real business results.
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• Branding & Rebranding
• Visual Identity Systems
• Graphic Design
• Communications Strategy
• Market Research
• Learn more…
Content & Experiences
-
No fluff. No BS. Just finely crafted stories that connect the eyes, ears, mind, and resonate with their heart(s).
From brand voice development: blogs, messages, emails, comments and social posts—we create smart, SEO-friendly content that pulls people in and keeps them coming back.
-
• Video & Film Production
• Content Creation (Social, Web, Email, etc.)
• Experiential Marketing
• Campaign Concepts
• OOH Murals
• The Story & Editorial
Reach & Activation
-
Your reach can start with what you have now. The activation is your identity plus the performance you deliver. We help tailor every single brand detail suited in segments — via lifestyle, demographics, psychographics, and geographics —so you’re not just remarkable, but become iconic.
-
• Web Design & Development
• Advertising (Geofencing, Retargeting)
• Media Buying & Placement
• Traditional Advertising
• Ad Campaign Execution
• Performance Strategy
e: yes@8grape.com
S O L U T I O N S
Brand & Identity
-
Branding should do more than look good, they should convert visitors into clients. We design and execute modern, user-focused websites built for both desktop and mobile while using the optimal Google SEO practices.
Whether it is an eCommerce website, a restaurant booking system, or a corporate portfolio, we create websites that deliver real business results.
-
• Branding & Rebranding
• Visual Identity Systems
• Graphic Design
• Communications Strategy
• Market Research
Content & Experiences
-
No fluff. No BS. Just finely crafted stories that connect the eyes, ears, mind, and resonate with their heart(s).
From brand voice development: blogs, messages, emails, comments and social posts—we create smart, SEO-friendly content that pulls people in and keeps them coming back.
-
• Video & Film Production
• Content Creation (Social, Web, Email, etc.)
• Experiential Marketing
• Campaign Concepts
• OOH Murals
• The Story & Editorial
Reach & Activation
-
Your reach can start with what you have now. The activation is your identity plus the performance you deliver. We help tailor every single brand detail suited in segments — via lifestyle, demographics, psychographics, and geographics —so you’re not just remarkable, but become iconic.
-
• Web Design & Development
• Advertising (Geofencing, Retargeting)
• Media Buying & Placement
• Traditional Advertising
• Ad Campaign Execution
• Performance Strategy
-
First, we sought out an elevated greeting than the basic “hi," “Hello,” “Hey,” or “Namaste” to use in our day to day lives. We wanted something different, more meaningful that would be on-brand—something we could call our own.
We were delighted to learn that Hawaii had enacted a law known as the Aloha Spirit.*
In short, ‘Aloha Spirit’ is the coordination of mind and heart within each person. This means that we may treat others better than we treat ourselves: with deep honor, love, and respect.
Using the word, ‘Aloha’ instantly evokes an association to Hawaii (a paradise on earth) and reminds us of embracing both the values ascribed to the word itself while also being on an island vacation.
8grape Patrons resisted and teased at first then, have since grown to adopt the word into their own lives and culture.
-
Entertaining wine.
There are said to be 10,000 grape varieties in the world. 80% of all the commercial wine we shop for or are served in restaurants is made from only 8 types of grape varieties.
For red wines the varieties are:
Cabernet Sauvignon, Merlot, Syrah or Shiraz, and Pinot Noir.
For white wines, we have:
Chardonnay, Sauvignon Blanc, Riesling, and Viognier.
Businesses are like wine (some age well, bottled, and deeply enjoyed). Others become bitter and tart like savory vinegar. Both instances are usually a matter of time.The juicing of any grape produces a clear liquid which always happens irrespective of the grape’s skin color.
For example, both Pinot Noir (a red) and Pinot Gris (a white) wines are from the same grape. One retains its skin and is fermented (the red). The other is not (the white).
For Red Wines:
Skins are deliberately left on, and the grapes are fermented. The red hue which emits from a red-skinned grape is a chemical called anthocyanin giving the wine a crimson or rich burgundy color.
For White Wines:
A grape is peeled, juiced and fermented.
As with all things a brand seeks to develop; intrinsic to its aesthetic, this new knowledge has compelled us to name the firm the House of 8grape.So, you now know.
The House of 8grape
Patrons
Past and Present
Please welcome our newest
member to the 8grape team.
Jeannine Cintron
-
Jeannine is the former Editor-in-Chief of NY Family magazine, under Schneps Media. In addition, she led the Staten Island Parent team for over a decade. She brings over 15 years experience in the editorial and marketing industries. She has also aided in the production of hundreds of successful print and digital ad and marketing campaigns, including many hyperlocal ones.
She’s a NYC native, an experienced copy writer and award winning journalist (and when applicable, she specializes in family, parenting, and travel journalism and media).
A Plan is great but,
it is a Strategy that
works like clockwork.
-
Business and Market Assessment
Identify what has been working so far and what hasn’t. What improvements can and should be made.
“Select”
Business & Market Assessment -
What’s been happening so far and what needs to be improved.
INSIGHT -
What is the competitive landscape and defining Who is the audience (where are the audience spending their money).
Research gives us a roadmap to move from point A to point B, in the fewest steps possible, with the resources we have available.PLANNING -
What are 5-10 of the best approaches to increase income; When, Where to focus which media type that falls within the suggested budget. (SOPE Media)Shared Media (entertain/educate)
Owned Media (website and socials)
Paid Media (legacy media)
Earned Media (PR, Press, influencers)
CREATIVE -
How we use creative media (using entertainment & education) to develop content that resonates optimally with an intended Audience on a deeper level.
Select which type of media (SOPE; Shared, Owned, Paid, Earned) will be most effective (aka disruptive, guerrilla) and have the most impact and be the best bang for the buck (print and/or digital; video) and to appear on which platforms.Once the creative is approved, we can now have to take action:
APPLICATION -
Launch the creative (print, digital, still, images, motion, text and images) on the multiple channels and selected media (SOPE). Assure the application of all media is consistent and on schedule. Wait and see Who responds What type of media is performing the best (measured in cash sales).
MEASURE -
By measuring which media is performing the best over a 30, 60, and 90 day period, we refine what is working and what isn’t. If the measuring portion of the process isn’t performing up to par, we’ll recalibrate and improve the 4 channel campaign and go back to Planning. The media that is performing well will be increased.
We measure this by looking at traffic into the business, via telephones calls, website traffic, and Social Media (SM) analytics. Moreover, what was the actual increase of business in interest, purchasing and/or sales.Our process with Patrons:
Do the Query (questionnaire)
Proposal (based on budget convo)
Proceed ➡️ or ⬅️ Abandon Patron
Sync - aligning our method and values
Begin the Process (insight > measure)
Expect 3x Results
Purchase includes -
Audience and Comp. Insight (SWOT analysis)
Image and Copywriting Creative*
SOPE Media (print/digital)
Application of applicable media
Measure results of campaign
Make improvements as needed.
*# More creative depends on 30, 60, or 90 day plans.
*# This is a $10,000. per month investment.
Patrons can expect to see 3X on their investment in results in 90 days or less.
@ $10K Investment
-
“Reserve”
Business & Market Assessment -
This is What’s been happening so far and what will need to be improved.
Same as in the “Select” Plan:
INSIGHT -
PLANNING -
CREATIVE -
APPLICATION -
MEASURE -Purchasing -
Same as in the SELECT plan + Audience and Comp. Insight (+ SWOT Analysis)
Dedicated Two-Veteran team of Ad industry specialists
Also a dedicated 2 person team for managing and reporting on media tasks
Will be placed in SI-nyc.com,
10% off OOH Mural (eyesii.com)
Choose ONE from per month:
Geo-Fencing specific SI audience RETARGETING campaign (PAID media) via Geo-Deer.com or,
One 60 second Motion Video (plus creative development, based on audience insight, and owned media placement) or,
“knowhere,” is a dedicated single page magazine
“AKASHA” games ($52K per year)
Automatic Tiered upgrade to siff.nyc (Staten Island film fest) events and tabling experience.
P/A Choose to upgrade to “Knowhere,” “Akasha” or “eyes” (OOH).
This is a $20,000 per mo. investment .
@ $20K Investment
-
“Grand Cru”
Business & Market Assessment -
This is What’s been happening so far and what will be improved.
Same as in both the “Select,” “Reserve” Plans:
• INSIGHT - PLANNING - CREATIVE - APPLICATION - MEASURE Process.
Choose TWO per month:
Geo-Fencing specific SI audience RETARGETING campaign (PAID media) via Geo-Deer.com or,
One 1-minute Motion Video (plus creative development, based on audience insight, and owned media placement) or,
“knowhere,” is a dedicated single page magazine
“AKASHA” games ($52K per year)
Automatic Tiered upgrade to siff.nyc (Staten Island film fest) events and tabling experience.
Corporate Market research by Charles Costa.
+ Off hours and weekend access to a personal concierge executive staff team member for EMERGENCY calls or meetings. RESPONSE TIME is 90 minutes.
This is our Concierge service. You can expect a 300% increase in Annual Revenue (YOY).
@ $30K Investment
Businesses come
to us for a number
of reasons:
• The business needs to launch
or improve financially (more sales).
• Looks to sell a business and
wants to add systems or assets.
• Wants a better website, graphics,
videos, or high performance ads.
Want Normal?
We recommend using one of these studios:
Want abnormal?
Ads and Art that
perform 5Xs better. > > >
-
Jeannine Cintron
Editorial DIrection
-
Colin A.R. Pearce, LLM
C O N S U L T A N T - Co-founder
Sound & Film Production
-
Julien McRoberts
P H O T O G R A P H E R - Co-founder
Top 10 NYC Lifestyle Photography
-
Spyro Poulos
Scholarship Owl
-
Vera Naughton
Federal Reserve Bank of NY
-
Breuk Iversen
C R E A T I V E - Co-founder
Creative Director
-
Jimmy Emery
Business Development
-
Nikki Fenton
Systems Builder
-
Charles J. Costa
eBay • IBM • airbnb • intuit
-
Grey Sky Films
Select Vendor
“Their attention to detail and commitment to quality truly stood out. We’ve already recommended them to others.”
– Former Customer
Get In Touch
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