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Creating an Identity to Rally Winegrape Growers Around
In the four years since the PD/GWSS
Board had been created by a grower
referendum to raise money for
research, California's winegrape
growers had seen little from the
Board other than an annual bill.
Thanks to an aggressive branding and
identity program by Brown·Miller
Communications aimed at
reintroducing growers to the
program, its successes and
importance, grower attitudes shifted
dramatically, and in 2005 the
program won reauthorization by a
wide margin of nine to one.
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