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Posts Tagged ‘brand equities’

American Horror Story – marketing pro.

Thursday, October 30th, 2014

Entertainment blogging platform, Screen Rant, credits FX’s American Horror Story creators Ryan Murphy and Brad Falchuk as marketing geniuses.

“Regardless of the overall quality of Ryan Murphy and Brad Falchuk’s twisted anthology series ‘American Horror Story,’ there’s no denying that the show has enjoyed some pretty powerful marketing. From well-cut trailers to short but effective teasers, the promotional materials have a talent for drawing people back in time and time again. After all, each new season is a fresh start.”

Frequently marketing is discussed as it relates to consumer merchandise sales, but the television series is worth commending because its creative and successful marketing efforts have elements that brand advertisers and marketers can employ towards building a strong brand image.

FX’s anthology series changes characters, settings, and storylines each season. Even its famous cast, including Jessica Lange, Kathy Bates, Emma Roberts, and Angela Bassett, change roles. Sure, its twisted and nightmarish plot line helps captivate audiences, but it’s through the creation of the new, while building a solid brand identity, which solidifies the show’s strong marketing efforts.

Marketers regardless of size can take a cue from the cult Hollywood horror series, to incorporate similar brand strategies in their own marketing efforts.

Ann Keeling says:

There’s something to be said for retaining brand equities, while using other tactics to further the brand and heighten memorability.  Core principles teach us to leverage existing equities, but oftentimes this can lead to monotony.  The strategy of American Horror Story is true to those principles but creates excitement and a massive following through its brilliant use of new perspectives.