POV: I’m with the brand

How can a prodco make a direct impact with viewers?
September 1, 2006

How can a prodco make a direct impact with viewers?
Find a way to separate yourself from everyone else. It’s like how [coffee chain] Tim Hortons separates its coffee from Starbucks: they’re both selling coffee, but they’re selling it in a slightly different way, so it appeals to a slightly different audience. You get brand loyalty because that particular consumer feels something about the brand. It’s not necessarily that the coffee is much better in one place, it’s about how consumers feel. With any competitive business environment, it’s about getting people to have an emotional connection with you and what you offer.

How else can prodcos stand out?
[Your audience should] feel like you’re a brand on the edge… Utilize all the elements that are recognizable parts of the brand equity, whether it’s the host or, in the case of Deal or No Deal, it’s the girls with the briefcases. It’s really just about very clever marketing and someone saying: ‘Hey, this will improve our brand overall and is also added value.’

What are the key elements in creating a brand campaign?
Once you establish what the equity of the brand is as it currently exists, create the logo or mark, then define what your message is – what do you have to say to the viewer? From there, define the vehicles you need to communicate to your audience. In the case of a network, you need navigation, like a menu that tells them what’s on and when, and network ids that identify your name. In marketing a production company, you may decide you need an online viral campaign and a guerilla billboard campaign and a tv campaign – whichever vehicles best communicate your message, within your budget, of course.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.