Simplicity Must Drive the Brand

Chapter 10 of Allen Adamson's book BrandDigital focuses on driving a brand by starting with a simple idea. According to Adamson, "the idea at the core of the brand promise, the idea that must drive all brand experiences, must be simple for those doing the branding to understand" (Adamson, 2009, p. 204). The "long tail" concept, in conjunction with multiple connectivity options for consumers and advertisers in today's digital world, keeps extending this tail, thus in order to capture a consumer's interest, "it's essential to capture the simple thought you want consumers to associate with your brand in a brand driver" (p. 204-205). 

A brand driver is, "a word, phrase or notion that captures the the essence of a brand's relevantly different promise to consumers" (p. 93). According to Adamson, a brand driver must be simple, specific, surprising, and story-worthy (pp. 218-221). It must be simple enough that a 5th grader can understand it, specific enough that words are concrete and denotative and not abstract, surprising enough for people to remember, and story-worthy enough to be innovative and inspirational (pp. 218-221).

A classic and simple brand driver that fits all of these characteristics is "Breakfast of Champions". I bet you didn't have to think very long to say Wheaties cereal, did you? This slogan was created in 1935, and is still used today! The idea is simple: it's a healthy breakfast that will make you achieve success. The idea is specific: everyone knows what breakfast is, and everyone knows what a champion is. The idea is surprising: it's memorable and exciting. The idea is story-worthy: almost everyone can picture that bright orange box of Wheaties, with pictures of famous athletes to inspire the consumer. As a child, I remember being excited for my mom to buy Wheaties just so I could see who was going to be on the box! This was my favorite:

It's also innovative. For example, Wheaties is a whole grain cereal, and many of their commercials have capitalized on this "good for you" food trend. The following commercial features Michael Jordan, definitely a universal champion. The best part is that the brand driver is never even mentioned! It's almost like it's so ingrained into our culture that it doesn't even need to be said. We get it. Wheaties IS the "breakfast of champions". 

Proliferations, Peripherals, and Paratexts: Off-Screen Studies of Television

Jonathan Gray’s book entitled Show Sold Separately: Promos, Spoilers, and Other Media Paratexts attempts to study how the meaning of television and film hype synergy is created, and how it constructs our understanding of and relationship with a film or television show (Gray, 2010, p. 4). In chapter one, Film, Television & Off-Screen Studies, Gray discusses paratexts and peripherals, which include all the proliferations of a film or television text. 

Peripherals are, "synergistic merchandise, products, or games... often intended as other platforms for profit-generation" for films and television shows (p. 4). A, paratext, or paratextuality, according to Gerard Genette, refers to, “the variety of materials that surround a text” (p. 6). Gray asserts that a paratext is "part of a text", and can be tangible, such as promotional materials, reviews, and games, or intangible, such as the genre of a text (p. 6). Here, Gray’s use of the word “text” is not the film or television show as the text itself, but only one part of the text, or as Julia Kristeva calls, “a continuous ‘productivity" (p. 7). Gray's off-screen studies of television and film focus on how paratexts are essential in creating textuality (p. 7). 

A good example of the use of peripherals and paratexts is the AMC show Mad Men. The fifth season premiere aired on March 25th after a 17 month hiatus. The hype surrounding the premiere was intense, and included enigmatic posters, billboards, and even teaser trailers for each character. 

Mad Men Season 5 Premiere Teaser Trailer: "Don is Back"

For viewers, hype increases the meaning of a text, and also provides insight into the genre, tone, and theme of the show (p. 3). The teaser tag line for the premiere was "Secrets are Back". Viewers of Mad Men understand this paratext, as one of the themes of the show revolves around many of the characters' secrets. In addition, Don Draper's teaser video focuses on words such as style, confidence, debauchery, lust, and action -- paratexts that viewers already know describe the tone of Don's character, as well as in what context, which is the genre of 1960's New York City advertising. 

The peripherals of Mad Men add to its synergy. Gray posits they, "offer a more immersive environment" for the viewer (p. 3). For example, Mad Men offers merchandise such as music on vinyl and CD's, DVD’s and Blu-Rays of the show, a Barbie Doll collection, books, and calendars. There are also social media items, such as Facebook timeline covers, instant message character photo icons, wallpapers, and screensavers. There is even a MadMenAvatar Yourself interactive game, where you can create your own Mad Men character. 
 
Hype, synergy, and promos, which include peripherals and paratexts, "help us decide what, when and how to watch, and once the show is encountered, we immediately begin to decode it and preview its meanings and effects" (p. 3). Mad Men's fifth season premiere had 3.5 million viewers, the largest viewing audience yet. And the secrets? They're back for sure. For fans, the buzz is steady, but the decoding is inconsistent. Some like the new plot lines and characters, and some don't. Some like the new aesthetics of the sets, and some don't. As the peripherals and paratexts continue to define this season of Mad Men, it will be interesting to see if and when the secrets are revealed, and how they are interpreted.