How to Create a Memorable Brand
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- Beverley Lewis
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1 How to Create a Memorable Brand Long-lasting, memorable brands have KEY elements or PILLARS that work together to make the brand a success. Star Wars, Batman, Harry Potter, Lord of the Rings, Indiana Jones, Dr. Who, Halo, Zelda, Angry Birds, GTA and practically all long-running media brands have their own unique combination of pillars, which define a franchise as unique and memorable. Today s Goal: If you know how to design your brand from the ground up with cool, memorable pillars, you stand a MUCH HIGHER chance of success.
2 Here s my one and only graphic! ( Basically, I suck at Power Point )
3 Major brands I ve co-created o Wolfenstein 3D A 23-year ongoing success story. o Rise of the Triad On ongoing brand, recently rebooted successfully. o Duke Nukem A recent flop after we sold it to Gearbox, but still has strong long-term potential. (Even Lara Croft had her flops and has recently come back strong.) o Shadow Warrior An ongoing success story. o Max Payne Three games over a 12-year span, plus a film. o Prey A big Bethesda sequel recently announced.
4 James Bond Brand Study Key pillars of the James Bond brand. Let s take a look at a brand everyone knows pretty well. What key elements, or pillars, make the James Bond franchise o Cool o Memorable o Interesting o Compelling Let s figure out the pillars of James Bond
5 Pillar 1: Action-packed Opening All Bond stories start off with an action-packed opening. Before Bond did this, practically all action films saved their action for later in the story. Bond changed the rules, and now most action films start with an action sequence to grab our attention.
6 Pillar 2: Fast, Exotic Cars Fast, exotic sports cars, such as the Aston Martin, Lotus and BMW Z8. What other action hero is known for a line-up of exotic cars? Bond is unique, and his cars are always cool. His cars almost always have special features, too, which adds to the fun.
7 Pillar 3: International Locations All Bond stories take place in numerous interesting global locations. Bond set itself up as unique and interesting by always having globe-hopping stories, often to exotic places like jungle islands, undersea, and even space.
8 Pillar 4: The Bond Villains A hero is only as interesting as the villain, and Bond has always tried to have interesting villains who push Bond to his limits. Also notable is that Bond will always meet his villain early in the story, on neutral ground, and usually testing each other with mental jabs. These tensionfilled meetings are always present in Bond stories.
9 Pillar 5: Bond Women Bond films are famous for their female co-stars. Over the years Bond women have changed with the times and have become strong-minded, independent characters who are Bond s equal in many ways. We no longer see Bond women with sexualized names like Ms Goodhead and Pussy Galore.
10 Pillar 6: Gadgets Bond is not Bond without his unique gadgets, which change every film. Another famous character known for gadgets is Batman. But Batman and Bond are different in almost every other respect. This shows that it s okay to have one or two pillars that are similar to existing brands, as long as the full set of pillars, taken as a whole, creates a brand that is perceived as unique.
11 Other Pillars of Bond o Recurring characters: M, Q, Felix, Moneypenny o Humor (Bond s one-liners) o Music (Bond s famous theme song) o Gun-barrel opening sequence o Bond s introduction: Bond. James Bond.
12 The Storyverse Amazing examples: Star Wars, LOTR, Harry Potter, Marvelverse The elements: characters, locations, story possibilities, unique gameplay, mythology, major historical events Mythology is often overlooked: Star Wars has the force, Potter has magic/creatures, Marvel has people with unique powers, etc. The Storyverse s strength hub and spokes Best path to transmedia success
13 Key Pillars of Star Wars What are the 4-6 key elements of the Star Wars Brand that defines it, and makes it UNIQUE, COOL, and MEMORABLE? Let s think about some of these pillars
14 Key Pillars of Star Wars Galactic-sized stories (many planets and space) Jedi versus Sith (mythological element) The Force (mythological element) Light sabers (part of the mythology) Lived-in, aged, rusty, worn down storyverse
15 Positioning a Brand o Unique hooks/gameplay/scenarios Star Wars has the force and light sabers. Star Trek? o Don t create brands, create categories Apple example Other examples: Pokemon Go, GTA3, Doom, Crossy Road
16 Key Pillars of Max Payne What are the key pillars of the Max Payne brand that played the biggest role in making this game series successful?
17 Key Pillars of Max Payne Not a beefy tough-guy action hero Photo-realistic graphics (highly photo-sourced) Bullet-time Film noir style Graphic novel screens versus cut-scenes
18 Key Pillars of Pokemon Go What are the key pillars of Pokemon Go?
19 Key Pillars of Pokemon Go Geo-location turns the real world into a game world Gotta catch em all! a core pillar of Pokemon is collecting as many as possible. This perfectly fits the newly added geo-location feature Nostalgia factor Pokemon has been around for 20+ years First Pokemon title on mobile!
20 Questions for Scott! For everything I left out!
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