The HBO brand kicks butt in new ad
Tom Dougherty, CEO – Stealing Share
11 April 2017
It takes advantage of a brand equity
The HBO brand is simply one of my favorites. For years, it offers a breath of series, documentaries and films that are worthy of my time. Like Game of Thrones and Life According to Sam, shows I choose in this period of Peak TV. It has all the markings of a great brand. A meaning for audiences that’s positioned against the competition. (That’s it’s not TV. It’s HBO.) And even an equity marker. (More on that later.)
In fact, HBO encourages me to think beyond the big networks. I cut the proverbial cable cord because of HBO, subscribing to HBO NOW instead. (Along with adding Netflix and Hulu.) The strength of HBO’s programming makes it a model in the category. As such, the HBO brand solidifies itself into something both grand and revered.
Therefore, my heart flipped when its newest campaign, featuring a coterie of over 60 categories from HBO, premiered this week.
“That quickly, the viewer gets it because HBO has a brand equity. Equities are brand signifiers that instantly connect with audiences. Think Disney and Cinderella’s castle. They prompt an instant recollection that brings up memories, images and, yes, sounds.”
What the HBO brand means
To elaborate further, these 60-plus characters are all mouthing the sound “Ahhhh.” The personae range from the most adored series on the network to ones less well known. The stars of Game of Thrones in their regalia (including Hodor), the Girls crew donning their New York glam, Dwayne “The Rock” Johnson, the robots of Westworld, and John Oliver, for instance, all sing the same recognizable tone.
The characters bleed into the definitive, fuzzy screened HBO logo followed by the angelic “Ahhh,” the later being the staple signature sound of the brand.
That quickly, the viewer gets it because HBO has a brand equity. Equities are brand signifiers that instantly connect with audiences. Think Disney and Cinderella’s castle. They prompt an instant recollection that brings up memories, images and, yes, sounds.
A violator in your logo can be a brand equity. But only as long as it has meaning.
Ahhh means it’s not TV. It’s HBO.
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