Post by account_disabled on Oct 10, 2023 11:01:49 GMT
I saw a trailer for this great-looking film the other day, but I can’t quite remember the name… It was about this character, perhaps you’ve heard of him? He was British. Smartly dressed. Wore a tuxedo to the casino. Drove a sports car. Liked to drink Martinis and insisted on them being shaken not stirred. Anyway… the name completely escapes me. Any idea who it might be?It’s not a very convincing act, is it? Of course, I know who this character is. I know that you know who he is. And we both know that pretty much anyone who’s had access to a cinema screen or a TV in their life can recognize him from the sprinkling of details I just gave you. So much so, in fact, that you can change the actor playing this character, change his face, his physique, his accent and even his personality, and these characteristics will still make him instantly recognizable as James Bond.
It’s been said that you can identify the best Phone Number List movie characters by the shadow they cast on a wall. Bond takes this to the next level. Not only is his silhouette recognizable; it’s so recognizable, it forms the basis of cinema’s most famous title sequence. And this is no happy accident. The character of Bond has been carefully kitted out, Q-style, with a package of finely engineered characteristics that ensure this is the case. That’s why you could sit a tuxedo on the back of an empty chair, rest a filled Martini glass on it, deliver a line from off-stage in a theatre, and everyone would still know which character they were listening to. Bond is a strutting monument to distinctiveness that any brand marketer should learn from.You Know My NameThe first lesson is one that distinctiveness matters – because there’s no mistaking it, Bond is definitely an operative for the Ehrenberg-Bass school of brand marketing.
In his ground-breaking book How Brands Grow, Professor Byron Sharp of the Ehrenberg-Bass Institute argues that the most important characteristic of a successful brand is having distinctive brand assets that are easy for people to recognize. Sharp argues that marketers should be focused on measuring and growing these distinctive assets rather than fretting about the minutiae of how they’re positioned, or whether they are different enough from their competitors. Professor Mark Ritson, who spends a lot of time debating with Sharp – but also a lot of time agreeing with him, sums this up by saying that the most important thing as a brand marketer is that your audience knows it’s your brand that’s speaking to them.This goes against many of our instincts as marketers – and human beings. We tend to believe that brands succeed by being different; by having unique, ground-breaking propositions, occupying their own space in the market, or owning an idea that nobody has ever thought of before. We want originality to be rewarded – and we would love to believe that audiences carefully compare the characteristics of different brands before deciding which one best aligns with them.
It’s been said that you can identify the best Phone Number List movie characters by the shadow they cast on a wall. Bond takes this to the next level. Not only is his silhouette recognizable; it’s so recognizable, it forms the basis of cinema’s most famous title sequence. And this is no happy accident. The character of Bond has been carefully kitted out, Q-style, with a package of finely engineered characteristics that ensure this is the case. That’s why you could sit a tuxedo on the back of an empty chair, rest a filled Martini glass on it, deliver a line from off-stage in a theatre, and everyone would still know which character they were listening to. Bond is a strutting monument to distinctiveness that any brand marketer should learn from.You Know My NameThe first lesson is one that distinctiveness matters – because there’s no mistaking it, Bond is definitely an operative for the Ehrenberg-Bass school of brand marketing.
In his ground-breaking book How Brands Grow, Professor Byron Sharp of the Ehrenberg-Bass Institute argues that the most important characteristic of a successful brand is having distinctive brand assets that are easy for people to recognize. Sharp argues that marketers should be focused on measuring and growing these distinctive assets rather than fretting about the minutiae of how they’re positioned, or whether they are different enough from their competitors. Professor Mark Ritson, who spends a lot of time debating with Sharp – but also a lot of time agreeing with him, sums this up by saying that the most important thing as a brand marketer is that your audience knows it’s your brand that’s speaking to them.This goes against many of our instincts as marketers – and human beings. We tend to believe that brands succeed by being different; by having unique, ground-breaking propositions, occupying their own space in the market, or owning an idea that nobody has ever thought of before. We want originality to be rewarded – and we would love to believe that audiences carefully compare the characteristics of different brands before deciding which one best aligns with them.