UPDATE: More of the talk now embedded below.
Yesterday I had the great pleasure of speaking at the iMedia Brand Summit– an event that I’ve been intimately associated with for years but at which I’ve rarely presented while wearing my research hat. This talk is the seed of my next book length project, and I was delighted to see that most of it is already on YouTube this morning:
Here’s the handbook description:
On February 11, 2011 Disney released a new kids movie called “Gnomeo & Juliet” based on William Shakespeare’s “Romeo and Juliet.” Why? What made Disney think that an animated love story about lawn gnomes would somehow be better – or, at least, more marketable — with a connection to a play first performed in London in 1595? The answer is simple: Shakespeare created one of history’s most powerful brands. Allusions to and adaptations of his plays permeate our culture, and not just in movies and TV. In Corpus Christi in 1845, while serving in the infantry, bored and waiting for the Mexican War to start, future President Ulysses S. Grant killed time playing the role of Desdemona– the female lead in “Othello.” Imagine George W. Bush or Barack Obama doing that! We don’t typically think of Shakespeare as a successful brand story, but we should because the way Shakespeare created, bonded with and nurtured his customer base has actionable lessons for marketers today. Don’t get distracted by the tights, skulls, swords and iambic pentameter: what really distinguished Shakespeare was his longitudinal and economic relationship with his customers. In today’s insight address, iMedia’s own Chief Content Officer (and a bona fide Shakespearean) will unpack this economic relationship and explore how deploying the Shakespeare Strategy can empower marketing in today’s digital media landscape.
I’ll post when Part II comes live or repost the whole thing to YouTube once I get the files.
Please let me know what you think!