THE MARKETING 100;JIM STANLEY;KENDALL-JACKSON

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Like a winemaker blending vintages, Jim Stanley mixes his marketing plan with attention to taste and style.

The result of his efforts has been the rise of the 12-year-old Kendall-Jackson Vineyards & Winery to one of the Wine Enthusiast's top five "power" wine brands in the nation.

To make that leap, Mr. Stanley, VP-marketing, took Kendall-Jackson's 10 independent wineries and expanded the role of each one's brand manager into a fully integrated position dubbed "flavor domain manager."

Each is responsible for being a resource on everything from soil and temperature conditions to meeting with local growers' associations. They also make sales pitches to key wine experts.

Under Mr. Stanley's direction, the wine world's equivalent of Calvin Klein designer jeans also has taken its first foray into consumer advertising, sponsoring Public Broadcasting System's "Over California," a special in the "Wings Over America" series.

But it has been the other, more subtle work that has made the brand the top-selling restaurant chardonnay. Mr. Stanley's marketing efforts focus on internally created trade ads in publications likely to influence food industry trend-setters, such as top chefs and restauranteurs, as well as wine lovers.

That varied marketing plan isn't an endurance test for Mr. Stanley, 50, a onetime Ogilvy & Mather executive who worked on Gallo's "All the Best" ad campaign. He's also an avid triathlete who twice completed the 2.4 mile ocean swim, 112 mile bike ride over lava fields, and 26.6 mile cross-country run in the Ironman World Championship in Kona, Hawaii.

Yet when asked about his greatest accomplishment, Mr. Stanley says: "It hasn't taken place yet."

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