While I'm on vacation, playing blackjack and preparing for my upcoming appearance at TedxMichicagAve, time to revisit the archives. This first one is from March 2007 and it shares some thoughts on branding.
In a Harvard Business Review, a brand manager talks about the lesson the Harry Potter book series can teach us about branding.
She credits part of the book's success to the idea that all of the main characters in the book are aging at the same rate as their audience.
A child starts reading the book when he's 10 years old and Harry is around the same age.
Then when the next book comes out, the reader is 11 . . . and so is Harry!
More importantly, the situations in the book all advanced to the next age level. One book Harry is meeting a girl, the next he is worried about the idea of a first kiss, and then two books later, thoughts of *gasp* more intimate relations may cross his mind.
Basically, the life of Harry and the life of his readers are one in the same. He gets older, they get older. He encounters new challenges and so do they.
Often we talk about the "core audience" for our work. Most of the time, we also understand that this audience changes ove time.
But here's the real question, how willing are you to change the nature of your work (what it is, how it is delievered, etc.) to reflect your changing your audience?
Key point: The brand and work you have today isn't going to be the brand and work you have tomorrow. Be willing to be flexible.