Business Brand-Storytelling Model | Narrative-Ambiguity-Enigma-Amusement
Harry Potter is among the most noteworthy brand stories of late years. So
much so, that there can't be one individual anyplace who hasn't heard the
name. For several, naturally, Harry Potter is simply a passing fad. However
it's arguable that the Harry Potter brand bears lessons that are crucial to
the whole marketing community.
A few success factors may be tentatively distinguished. First there's
Narrative. Harry Potter typifies the storytelling tendency that characterizes
present-day corporate culture. Storytelling is the management technique of the moment.
The intriguing thing about the Harry Potter story, all the same, is that it
consists of several stories.
There's bookselling, the movie franchise, the
merchandise, the anti-witchcraft critics, the over-enthusiastic consumers,
the in progress, non-stop publicity, the unresolved story of what'll occur
next. Each of these stories draws nourishment from, contributes to, and at
times contradicts, the other brand stories.
Second is ambiguity. The Harry Potter stories appeal to grownups and
youngsters alike.
Today, ambiguity isn't a word that marketers are comfortable with. We're
taught that images have to be consistent, logical and clear-cut. But we're
moving away from the era of monolithic marketing to polymorphic
marketing. Harry Potter is the poster boy of that trend today.
Third is mystery. The books are mysterious. Marketing too is profoundly
mysterious. It's mystical not only in the sense that we still don't understand
how advertising works exactly.
Mystery is a marketing maneuver in itself.
Think about the "hidden" recipes that help sell all sorts of things: Coke,
KFC, and many others. Think about the gift-giving business, which is
predicated on mysteries, surprises and delayed satisfaction, as are gift-rich affairs like Christmas Day and birthdays.
Fourth is amusement. Whatever else it is, the Harry Potter phenomenon is
hugely entertaining. The response of the public is entertaining. The
response of the Harry-haters is entertaining also. And, lest we forget, the
merchandising campaigns are marvelously entertaining. If nothing else,
Harry Potter reminds us of the easily blanked out fact that what we do is
awesome fun.
The mysteries of Harry Potter's success are hence fourfold: Narrative,
ambiguity, enigma and amusement. If you want to make a name for your
brand, this is the name of the game.
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