![]() So often when we think about making connections, we look for ways to reinvent ourselves. How could you put your audience at ease? Can you bring up an issue that your audience already knows well, and build your proposal around that? If you are hosting an event, can you decorate in a way that makes guests feel at home? For example, Kellogg's doesn't try to reinvent the morning they reinforce it. Instead of leading with skyrocketing innovation, make your audience feel at ease. Trusted brands don't zig-zag all over the map. Why did you go into this business? How did you do it? What do you believe in? Tell a story about how you got where you are today. Everyone has a backstory, even one that's just a few months old. White-out liquid paper was invented by a secretary. Steve Jobs and Steve Wozniak started Apple in a garage. Trusted brands don't try to be flashy they tap into something that feels reliable. Avoid jargon, and instead opt for language that everyone can relate to. How? Use a familiar tune in the background. Pinpoint shared values with your audience, since people bond more quickly with companies that share similar values to their own. How could you use familiarity, repetition and tradition to make your personal brand impossible to resist?įind ways that your message can feel instantly familiar. You can still fascinate your customers with your trusted, familiar brand. Well-established brands feel familiar because they've been marketing for decades, but as an entrepreneur, you probably don't have several decades to establish your own brand like AT&T or Wells Fargo. We love It's a Wonderful Life because, unlike the audiences in 1946, we're familiar with it. #Trusting obscurity movieFamiliarity and repetition turned the movie into a fascinating holiday message. Like many traditions, this one succeeded not because it was the highest quality option, but because it became the most familiar. Bedford Falls and Zuzu's petals became emblazoned on our collective concept of holidays, hope, and American optimism. ![]() They knew that they'd see Jimmy Stewart in the starring role, and that in the end, another angel would get its wings.įrom a marketing perspective, the movie has become an ingrained part of the Christmas "brand architecture" along with gift-wrapped toys, caroling, and the colors red and green. This loyal group of viewers trusted the stations to air it. ![]() They'd comb through the television guide to see when it was airing, and gather the family around to watch together. Over time, viewers came to expect the movie each year around Christmas. Americans saw the same images year after year. Children grew up with Jimmy Stewart and Clarence the angel. Every year, the movie played throughout the Christmas season. Television stations took advantage of the freebie and inadvertently created a family tradition. As a result, it became part of the public domain, which meant television stations could air It's a Wonderful Life-for free. In 1974 the copyright protection of this forgotten film slipped. ![]() The holiday movie seemed destined to fade into obscurity. Soundly.Įarnings didn't come close to the cost of production, the studio was disappointed, and the director, Frank Capra, was criticized and humiliated. ![]() Upon its release in 1946, It's a Wonderful Life wasn't the success it is today. It's time to tell the story of how staying power birthed a classic. Hum a few bars of "Auld Lang Syne," sip your eggnog, and gather round the fireplace to roast chestnuts. ![]()
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