Joe Frazier, from Philadelphia USA, was one of the greatest heavyweight boxing champions that ever lived. Frazier passed away recently.
Frazier was both the undisputed world champion in the 1970s (the golden age of boxing) and a formidable opponent matched against Mohammed Ali three times. Yet the City of Philadelphia chose to erect a statue of the fictitious Hollywood character "Rocky" instead of the real life boxing legend.
Why?
The appealing narrative of the mythical "Rocky" is at play here. And the absence of a clearly articulated Joe Frazier story, who unfortunately wasn't turned into a brand that could have been marketed. Frazier died poor.
So why did "Rocky" - a work of fiction - work so well? "Rocky" is a story (set in Philadelphia) that we want to believe. "Rocky" successfully pandered to the base emotions that drive humanity. Triumph over adversity. In a word: hope. "Rocky" and all five "Rocky" sequels told an enthralling tale - each ending on an inspirational note, reinforcing and perpetuating the legacy of the "Rocky" brand.
Effectively, the "Rocky" brand appealed to the audience's dreams. We became rooted in the wonder and enchantment of an iconic story. We willingly suspended disbelief to enter the captivating world "Rocky" created.
We all have within us the imaginative ability to drive people to believe whatever strongly appeals to their inner yearnings. "Rocky" made our hearts feel good. So we bonded with him - and "Rocky" made a fortune at the box-office.
A skilfully created and compelling story from a business / organization will likewise resonate with their audience - consumers and employees alike - on an emotional level. And create fans for their brands.
http://blogs.phillymag.com/the_philly_post/2011/11/11/frazier-rocky/
Wednesday, November 23, 2011
Saturday, November 19, 2011
Escapism means sales for video games. And businesses of all kinds.
This month the Call of Duty: Modern Warfare 3 video game has broken all sales records for any entertainment product release ever, taking in over $400 million in the UK and US alone.
So what does this say about us as consumers? Well, we love to escape into another world if we're not satisfied with what's going on in our lives. Escapism is gaming's greatest asset.
On another level, businesses who recognize how they can create a compelling environment for consumers to escape to also succeed. Have you ever wandered into an Apple store to browse and left hours later because the entire product, service and creative experience is too inviting to leave; been intoxicated by everything chocolate from the hot drinks to the design of a Max Brenner cafe and stayed far longer than you had planned for just a coffee; embarked on your own adventure and discovery in an Australian Geographic store; found the attraction of the bright colours and fun feel of a Smiggle retail shop to difficult for your inner child to resist; visited your nearest Body Shop or T2 on a whim and forgotten any worries you may have had that day as you're sucked into the enticing worlds they have created?
The list goes on of heroic brands who engage with consumers by providing them with somewhere wonderful and interesting to escape to. But any business can create this world - with their story, design, service, music, incentives and more. Like video games, the businesses who do will have people returning for the experience again and again.
So what does this say about us as consumers? Well, we love to escape into another world if we're not satisfied with what's going on in our lives. Escapism is gaming's greatest asset.
On another level, businesses who recognize how they can create a compelling environment for consumers to escape to also succeed. Have you ever wandered into an Apple store to browse and left hours later because the entire product, service and creative experience is too inviting to leave; been intoxicated by everything chocolate from the hot drinks to the design of a Max Brenner cafe and stayed far longer than you had planned for just a coffee; embarked on your own adventure and discovery in an Australian Geographic store; found the attraction of the bright colours and fun feel of a Smiggle retail shop to difficult for your inner child to resist; visited your nearest Body Shop or T2 on a whim and forgotten any worries you may have had that day as you're sucked into the enticing worlds they have created?
The list goes on of heroic brands who engage with consumers by providing them with somewhere wonderful and interesting to escape to. But any business can create this world - with their story, design, service, music, incentives and more. Like video games, the businesses who do will have people returning for the experience again and again.
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