Brand Aid: Turning A Personality Into A Memorable Brand
Posted by Alison Hill on Feb 16, 8:16 AM
It's awards season-which means we're seeing a lot of Brand Clooney, Brand Jolie-Pitt, and Brand Gaga strolling red carpets and answering the timeless question, "Who are you wearing?" Of course, not every celebrity can be described as a brand (Brand Streep? Not so much), but the combination of instant recognition, clearly defined assets, and ownership of one's own image is a powerful tool in a bottom-line-driven industry.
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Engagement And 'The Most Delicious National Tragedy'
Posted by Doug Chavez on Feb 9, 7:30 AM
If you were one of the 110 million people parked in front of the TV Sunday night to watch the New England Patriots play against the New York Giants in Super Bowl XLVI, then you have a lot to discuss with your coworkers on Monday. The post-Super Bowl buzz is usually 10% game plays and 90% commercials. Why are they so memorable? Why so noteworthy and why always the center of attention the day after the big game?
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Nominated Movies Need Publicity, Marketing
Posted by Tom Siebert on Jan 26, 8:30 AM
The one thing that almost all the movies nominated for the top statues at this year's Academy Awards share is that they need the attendant shot of publicity and marketing that the nominations bring to be considered a popular success.
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Marketing + Licensing: BFFs In An ROI World
Posted by Alison Hill on Jan 19, 6:23 AM
Marketing costs, licensing earns-at least, that used to be the conventional wisdom. Once upon a time, when I worked at Turner, the gorgeous promotional poster for a "Gone With the Wind" anniversary was considered a major marketing expense. When that same poster became a hot-selling consumer product, it was seen as a great licensing success.
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Why Can't I Be You - Online Video Vs. TV
Posted by Doug Chavez on Jan 12, 6:37 AM
If our TVs, tablets, laptops and smartphones could talk, I imagine the conversation might go something like these lyrics from "Why Can't I Be You" by The Cure. The TV is struggling to stay relevant in a world of rich media, connected devices and a world where online video has grown to over 50% of the U.S. population, according to eMarketer, and is now a mass market platform.
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The Entertaining 'Marketing: Entertainment,' Column, Pt. 2
Posted by Gary Levitt on Jan 5, 8:26 AM
If you missed Pt.1 of this series (the top ten list that goes to eleven) please take a look, it sets the tone for this second installment - a three-act performance of entertainment marketing wisdom put into practice.
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'Tintin' And The Death Of Motion-capture Animation
Posted by Tom Siebert on Dec 29, 10:15 AM
Hollywood has done a dynamite job p!ssing all over my beloved childhood heroes the past couple years. If Frank Miller's charmless, inept and gratuitously violent "Sin City"-ification of Will Eisner's seminal Sunday comic series "The Spirit" wasn't bad enough, AMC's despicable betrayal of Patrick McGoohan's presciently paranoid spy series "The Prisoner" actually left me feeling furious that such a precious and beloved cult property could have been so carelessly handed over to hacks who didn't even grasp the central point and message of its creators.
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New Year, New Realities: Selling Recovery TV
Posted by Alison Hill on Dec 22, 7:14 AM
As the New Year approaches, many of us are thinking about how to lead cleaner, healthier lives. Some of us may even take that thought right onto reality television.
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Give The People What They Want
Posted by Doug Chavez on Dec 15, 6:20 AM
The Kinks' song, "Give The People What They Want," captures consumers' sentiments so well: "The more they get, the more they need." Movie studio advertisers should take that line to heart - today's online consumers have become habituated to "liking" and "sharing." Tapping into the sharing graph of consumers can provide incredibly valuable audience targeting and scale.
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The Entertaining 'Marketing: Entertainment' Column, Pt. 1
Posted by Gary Levitt on Dec 8, 6:29 AM
Why a column on ENTERTAINMENT marketing? Because it has key differences from general marketing. If you're marketing entertainment, the top 10 list below will instantly embolden your mindset. And if you're NOT marketing for entertainment, it may STILL inspire you, and perhaps give you a boost toward fresh marketing in your category.
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