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Let’s Make a Movie

Let’s Make a Movie

Mark Twain once said, “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn, and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of coloured glass that have been in use through all the ages.”

Perhaps the very fact that we are quoting the autobiography of an American author more than 100 years later amply illustrates his point – albeit the glass in his particular kaleidoscope shines so very brightly.

In marketing, it is no different. There are many tried and tested methods for reaching your audience and affecting their behaviour. Plenty of data exists to show which approach works best with which audience.

And so it is with making a brand movie: the ideas behind it and within it aren’t that different to any other brand communication.

While it might be exciting to go ahead with the particular instinctual, creative approach that excites you as the movie’s maker or sponsor, have you stopped to think how it helps your brand?

While it might be exciting to rage ahead with the particular instinctual, creative approach that excites you as the movie’s maker or sponsor, have you stopped to think how it helps your brand?

It’s easy, as a marketer, to get swayed by passionate creative professionals. It is our job to ensure that this doesn’t happen, using our experience and the data to guide us and keep us on track.

The exciting, creative process of making a movie is key to success but must not blind us from the need to apply the same marketing rigour and data-driven decision-making we would apply to any other marketing investment or activity.

Who do we want to reach with this movie? What is the message we wish to convey to them? What is the best format for this message so that our audiences can easily absorb it? 

It is the answers to these questions that must form the basis of our decision-making.

Whatever our chosen format, we need to rearrange the pieces of our brand’s kaleidoscope in the way to which the data predicts our audiences will likely best respond while bringing all our originality to the fore. That is, perhaps, not as exciting as giving your creative impulses free reign entirely; but it is an awful lot more effective.

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