The Art of the Brand: Episode Summary - "Why Joker: Folie à Deux's Mega Budget Spelled Disaster"

In this compelling episode of "The Art of the Brand", hosted by Camille Moore and Phillip Millar from Third Eye Insights, the discussion delves deep into the branding missteps surrounding the sequel to the critically acclaimed film Joker. Titled "Why Joker: Folie à Deux's Mega Budget Spelled Disaster", the episode dissects the reasons behind the sequel’s failure despite the original's monumental success.

1. The Rise and Fall of Joker vs Folie à Deux

The conversation kicks off with an analysis of the original Joker film's unprecedented success, highlighted by Phillip Millar's observation:

"The Joker is the first R-rated movie ever to get $1 billion in ticket sales" [00:29].

Camille Moore expresses her astonishment:

"That's the crazy stat" [00:29].

Despite the original film's $50 million budget and billion-dollar revenue, the sequel, Folie à Deux, saw its budget escalate to $300 million without generating comparable returns. The hosts scrutinize this drastic budget increase and the subsequent failure, attributing it to a betrayal of the audience's trust and a departure from what made the original Joker resonate so profoundly.

2. Decision-Making and Brand Betrayal

Millar draws parallels between Joker and historical brand disasters, likening the sequel’s failure to the "sinking of the Titanic":

"They took a brand that was spectacular... and in the shortest time span ever, absolutely destroy a brand" [00:12].

He criticizes the studio executives for deviating from the original film's essence by introducing a musical element with Lady Gaga, which he believes diluted the character's core attributes. Camille adds her perspective on the casting and narrative choices, questioning the necessity of altering the film's fundamental framework:

"Singing also bothers me. I just don't think that's the role of, you know, like her role" [02:35].

Both hosts agree that the sequel's misalignment with audience expectations led to its downfall, emphasizing the importance of staying true to a brand's original vision.

3. The Impact of Political Correctness on Branding

A significant portion of the discussion revolves around the industry's shift towards political correctness and its detrimental effects on storytelling and brand integrity. Camille expresses frustration with the trend:

"Movie after movie is just hitting these politically correct boxes, but are providing no context, no story, nothing of meaning" [04:07].

Millar suggests that corporate agendas may be driving these changes, often at the expense of artistic integrity and audience connection:

"Brands are being hijacked by political agendas, and it's infiltrated top decision making" [10:56].

The hosts argue that this focus on political correctness over authentic storytelling not only alienates audiences but also leads to economic failures, as evidenced by the commercial struggles of Folie à Deux compared to the original Joker.

4. Authenticity and Unapologetic Execution in Successful Brands

Contrasting the failures, Camille underscores the success of brands that remain authentic and unapologetic:

"What’s working by way of metrics that you care about, which is, like, sales conversions. What’s doing well is not the things that these big society markers are telling you that's working" [11:25].

She cites examples such as the podcast "Call Her Daddy" and influencers like Laura in Bostic, who thrive by presenting raw and unfiltered personalities rather than conforming to sanitized, corporate narratives. This authenticity resonates more with audiences, leading to stronger brand loyalty and better sales performance.

5. Leadership and Creativity in Big Corporations

The episode transitions into a critique of leadership within large corporations, highlighting a lack of creativity and risk tolerance. Millar notes:

"In corporations, in order to get to the top, you have to be lost. You have to be risk averse" [15:40].

Camille adds that executives are often too afraid to push boundaries due to fear of repercussions and a desire to maintain the status quo:

"Nobody feels like they can say anything that actually creates dialogue and discourse. They don’t want friction" [16:16].

This stifling environment prevents companies from innovating and adapting effectively, leading to missed opportunities and brand stagnation.

6. The Importance of Customer Understanding and Advisor Roles

Both hosts emphasize the critical role of understanding the customer base and seeking honest feedback. Millar proposes a strategy for brand owners:

"Sample 10,000 people who love the original Joker and then get from them what they would like to see from that character" [11:47].

He stresses that failing to engage with and understand the target audience can result in alienating loyal customers, as seen with Folie à Deux. Camille echoes the necessity of aligning brand strategies with genuine customer desires rather than perceived trends.

7. Pushing Boundaries: Art and Branding Lessons

Camille shares her reflection on classic films like The Party and White Chicks, highlighting how boundary-pushing content can achieve iconic status despite contemporary sensibilities:

"We need to be able to have these conversations without fear of reprisal. We should be able to have a conversation and to test ideas and subjects that are outside of your comfort zone, because that's where art is made" [20:36].

Millar agrees, advocating for embracing artistic risks to foster innovation and maintain cultural relevance.

8. Concluding Insights and Takeaways

In wrapping up, the hosts distill several key lessons for brand owners:

• Stay True to Core Values: Deviating from what made the original brand successful can lead to catastrophic failures.

• Prioritize Customer Feedback: Engage directly with the target audience to guide brand decisions.

• Embrace Authenticity: Unapologetic and genuine brand narratives resonate more deeply with audiences.

• Foster Creative Leadership: Encourage risk-taking and creative thinking within corporate structures to drive innovation.

Camille encapsulates the essence of the episode with a poignant takeaway:

"You need to speak to a customer. And that's a very different directive" [13:55].

Phillip adds:

"If you really want to hit the jackpot on your options, you've got to bring in an advisor who can say what you need to hear, not what you want to hear" [16:48].

Final Thoughts

This episode of "The Art of the Brand" serves as a critical examination of how major brands can falter when they lose sight of their authentic identity and customer base. Through the lens of Joker: Folie à Deux's failure, Moore and Millar offer invaluable insights into effective brand management, emphasizing the importance of genuine engagement, creativity, and strategic risk-taking in building and sustaining successful brands.

Notable Quotes:

• Phillip Millar [00:29]: "The Joker is the first R-rated movie ever to get $1 billion in ticket sales."

• Camille Moore [02:35]: "Singing also bothers me. I just don't think that's the role of, you know, like her role."

• Camille Moore [04:07]: "Movie after movie is just hitting these politically correct boxes, but are providing no context, no story, nothing of meaning."

• Phillip Millar [10:56]: "Brands are being hijacked by political agendas, and it's infiltrated top decision making."

• Camille Moore [11:25]: "What’s doing well is not the things that these big society markers are telling you that's working."

• Phillip Millar [15:40]: "In corporations, in order to get to the top, you have to be lost. You have to be risk averse."

• Camille Moore [16:16]: "Nobody feels like they can say anything that actually creates dialogue and discourse. They don’t want friction."

• Phillip Millar [11:47]: "Sample 10,000 people who love the original Joker and then get from them what they would like to see from that character."

• Camille Moore [20:36]: "We need to be able to have these conversations without fear of reprisal... that's where art is made."

• Camille Moore [13:55]: "You need to speak to a customer. And that's a very different directive."

• Phillip Millar [16:48]: "You've got to bring in an advisor who can say what you need to hear, not what you want to hear."