Podcast Summary: "Entertain or Die: How to Build an Entertainment Powerhouse"
Podcast Information:
- Title: Let's Talk Branding
- Host: Stef Hamerlinck
- Episode: Entertain or Die: How to Build an Entertainment Powerhouse
- Release Date: April 17, 2025
- Website: letstalkbranding.substack.com
Introduction
In the episode titled "Entertain or Die: How to Build an Entertainment Powerhouse," host Stef Hamerlinck is joined by guest Dan Selke to delve deep into the evolving landscape of brand-building. The conversation centers around the necessity for brands to adopt entertainment-driven strategies to foster loyalty and achieve significant ROI in an increasingly fragmented media environment.
Media Fragmentation and Increased Competition
Key Discussion Points:
- The proliferation of channels due to algorithm-driven media has intensified competition.
- Traditional brand rivals are now juxtaposed with entertainment entities like MrBeast and Netflix, broadening the competitive set.
- AI exacerbates content saturation, making it more challenging for brands to capture and retain attention.
Notable Quote:
A [00:19]: "We have effectively fragmented the amount of channels that we reach people across... you're now in this kind of royal rumble at large with the likes of MrBeast, TikTok, Netflix."
Entertainment as a Loyalty Scheme
Key Insights:
- Entertainment serves as the ultimate loyalty mechanism, akin to successful subscription models.
- Brands providing consistent entertainment value, such as Netflix and Disney, secure ongoing consumer loyalty.
- The shift from purely transactional relationships to emotional connections through entertainment.
Notable Quote:
A [03:43]: "Entertainment is the ultimate loyalty scheme... it's this loyalty scheme for your brand that pays for people's attention basically."
Key Attributes of Entertaining Brands
Dan Selke introduces a framework from their latest report, identifying seven attributes that make brands entertaining:
- Love
- Connection
- Social
- Humor
- Memory
- Attention
- Character
Highlights:
- Social: Exceptional social content creation, akin to favorite content creators.
- Humor: Inherent funniness in the brand's messaging.
- Attention: Ability to shock and surprise, effectively capturing and retaining attention.
- Character: Brands embodying distinct personalities, similar to characters in TV shows or cartoons.
Notable Quote:
A [04:29]: "The attributes that drove the most entertainment value were social, humor, attention, and character."
Developing Brand Lore
Concept Overview:
- Transitioning from static brand guidelines to dynamic brand universes.
- Effective examples include Duolingo's Duo the Owl, transforming from a mascot into an internet celebrity with rich narratives.
Case Studies:
- Duolingo: Engages fans by mining comments to evolve the character's storylines, fostering a deep, interactive brand lore.
- Vacation Inc.: Utilizes 1980s nostalgia to create an immersive brand world without relying on a central character.
- McDonald's: Revitalizes heritage by reintroducing classic mascots and menu items, blending tradition with modern storytelling.
Notable Quote:
A [16:09]: "Brand lore is all about how you go from a set of brand guidelines to a brand universe."
In-House Creative Talent and Cross-Industry Collaboration
Key Points:
- Successful entertainment brands integrate diverse creative talents, including those from outside traditional marketing and advertising sectors.
- Embracing talents such as stand-up comedians, movie directors, and animators enhances creative output and adaptability.
- Collaboration between structured marketing teams and creative mavericks fosters innovative content production.
Notable Quote:
A [10:30]: "They combine two things which in the report called in house in Hollywood, but then we also called industry unsanctioned talent."
Experiential Marketing Resurgence
Discussion Highlights:
- A significant uptick in experiential marketing spend, surpassing pre-pandemic levels.
- Importance of real-life activations that offer tangible, interactive experiences, amplified through online channels.
- Brands like Netflix and Epic Games exemplify the integration of IP into physical experiences, enhancing brand engagement.
Notable Quote:
A [31:02]: "Counterintuitively, the very best ideas on social are things that don't happen on social."
Brands as Media Moguls
Insights:
- Transitioning from media buyers to media owners allows brands to control and monetize their content ecosystems.
- Examples include Elf Beauty's creation of a music label and LVMH's establishment of 22 Montaigne to produce diverse media content.
- Brands leverage existing IP to create new revenue streams and deepen consumer engagement across multiple formats.
Notable Quote:
A [35:08]: "Elf Beauty have got a studio now called Elf Made... they've effectively created their own record label."
Strategic Implementation: Shifting to Entertainment-Focused Branding
Actionable Strategies:
-
Audit and Benchmarking:
- Conduct an entertainment-focused audit of your brand to identify gaps and opportunities.
- Compare performance against top entertaining brands like Duolingo and Liquid Death.
-
Experimentation:
- Allocate a portion of the marketing budget to test entertainment-driven initiatives.
- Focus on metrics beyond reach and impressions, such as shares, saves, and engagement rates.
-
Engage Stakeholders:
- Present data-driven insights to key decision-makers to gain buy-in for creative strategies.
- Demonstrate financial incentives and ROI potential from entertainment-focused approaches.
-
Foster a Creative Environment:
- Cultivate an internal culture that encourages creativity and risk-taking.
- Collaborate with external creative talents to infuse fresh perspectives.
Notable Quote:
A [41:14]: "Auditing your brand, looking at the kind of entertainment metrics that exist, the metrics that matter."
Conclusion
The episode underscores the indispensable role of entertainment in modern brand-building. As media landscapes evolve with fragmentation and AI-driven content proliferation, brands must adapt by becoming entertainment powerhouses to sustain loyalty and drive growth. By embracing creative talent, developing rich brand lore, and investing in experiential and media-owning strategies, brands can effectively navigate the competitive terrain and secure lasting consumer engagement.
Final Notable Quote:
A [43:29]: "We're really hedging our bets on this year by embracing media mogul strategies and entertainment-led growth."
Recommendation: For brands looking to evolve, downloading the full report discussed in the episode is highly recommended. It provides comprehensive insights and actionable frameworks to transform into entertainment-centric entities, driving both engagement and financial success.