Breathe New Life into Your Brand – What the live production of “The Sound of Music” can teach every business leader.
Ok so last night was the premier of the live production of “The Sound of Music” staring Carrie Underwood, Stephen Moyer and Audra McDonald. You may be asking yourself, “what the heck does this have to do with reinventing a brand?”
A movie is nothing more than a brand and just like ever other brand they can grow old and even though you loved it once, does not mean you’re going to love it in the future. As much as we love ice cream, you just can’t eat it every day.
What last night proves is that you can take a (cover your ears Julie) stale brand (Sound of Music) and breathe new life into it.
Let’s face it, The Sound of Music (TSOF) was written by two old dead men over fifty years ago, about a girl leaving a convent, meeting a great single Dad with kids and escapes the Nazis. The story’s great, the music’s great but what teenage kid is going to watch this? Not to mention the Breathe New Life into Your Brand play has be produced over and over again and the move is play every year over the holidays.
Even if you love the movie, as I did or do, you’re not really interested in seeing it yet another time so, how do you solve a problem like Maria, ahem, like a stale brand?
So when I heard that this year they are going to play the SoM again but this time live, they caught my attention. They are taking this much loved but stale brand and breathing new life into it. There’s really nothing new here, you’re taking the same brand, reproducing it the same way but now everyone is crazy talking about it again, brilliant!
What’s different here and why is this giving the brand new life. As we said, people love the brand but they’re a bit tired of it. Many people, who love the brand or movie, have never seen it performed live before, so that’s exciting. The fact that it’s going to be performed live on TV in front of the nation for an audience that has never been done before, then you’re going to throw in two stars who are extremely popular with youngsters (Carrie Underwood and Stephen Moyer), you’re really grabbing attention.
To keep the lifelong fans of the brand, theater snobs and the older generation interested they brought in Audra McDonald. They covered all the bases.
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The new stories followed and were running up to the big event and they knocked it out of the park. Early numbers were in and over 18 million people tuned. People tuned in, thinking it was going to be a disaster, people tuned in because they were curious, people tuned in because they love the actors people tuned in because there was so much coverage, whatever the reason people tuned in.
Think about your brand, are people getting tired of it and tuning off? Take a lesson from the live showing of The Sound of Music and consider what you can do to breathe new life into your brand!