The ad world better recognize. VaynerMedia is on the job. If you think I’m joking, consider that Gary Vaynerchuk has rocked the wine industry to its snooty core in the bat of an eye.
According to The New York Times, VaynerMedia is a marketing agency with a small list of high-profile clients like the New York Jets (Vaynerchuk is a huge fan).
With his new company, Vaynermedia, he wants to market commercial products, people, teams and even sports like boxing.
“It’s about stories,” he said. “If I can tell the story to America, whether it’s riesling or a boxer from Harlem, it will sell.”
I’m with Gary V. on that. Marketing is all about stories. Stories that capture the imagination and hold one’s attention. There’s no persuasion possible without these critical elements, just like there’s no house without a solid foundation.
As for Gary V.’s chances beyond Wine Library and the social media franchise he’s built there, my friend, Tom Asacker, has an interesting perspective on disruption. He says it’s important to “choose the correct paradigm to shift.”
Market leaders have an existing paradigm that says business is about competition. And so, they focus on incremental changes in their served markets to stay a step ahead of the competition. They don’t innovate for customers. They tweak their offering to beat the other guy.
Do you consider yourself an expert? Or are you an antagonist for the benefit of your audience?
Gary V. is clearly an antagonist and a storyteller. I’m looking forward to what he does next. Hit or miss, it won’t be boring.
