Harry Potter brand

Tom Dougherty, CEO – Stealing Share

12 March 2019

The reach of the Harry Potter brand

Like any grandfather, I own a more than keen interest in the exploits of my grandchildren. Rhegan who just turned six this year — holds an array of passions, some coming when she was a wee rugrat. Elsa, from the film, Frozen, hung in there for about a year. The Lego-branded UniKitty took root for a short while too. These days, however, the little muggle (though she would highly disapprove of me coining her as such) is entrenched in the Harry Potter brand.

Consider the world of the boy with the lightning scar. The reach of the Harry Potter brand is nothing short of magical. Brand magic that is. Think on this: 11 years ago, the final installment of the series, Harry Potter and the Deathly Hallows, hit the shelves. And yet today, memorabilia is sold front and center at Barnes & Noble and Toys & Co. It hasn’t lost any momentum yet. And is reaching generations who weren’t even born when the final book was published.

Harry Potter brandIn the time since the final book, the theme park, The Wizarding World of Harry Potter, establishes itself at Universal Studios. A spin-off film series entitled Fantastic Beasts hit the theaters, and a world-class stage-play, Harry Potter and the Cursed Child, premieres in New York and London. Heck, I’ve even seen Quidditch tournaments held in nearby parks.

This guy needs several Butter Beers to take it all in.

The Harry Potter brand is based on emotion

To date, 500 million Harry Potter books have been sold. Better put, one in every 15 people in the world own a Harry Potter book. More than that, the series has been translated into 80 different languages.

That’s beyond impressive.

Like all great branding, the Harry Potter brand is emotional. Not rational.”

The best brands demand our attention and leave us with a gut reaction. For many generations, the Harry Potter brand means believing in magic and good over evil. There’s even a quaintness about the Harry Potter world that’s endlessly charming. Like all great branding, the Harry Potter brand is emotional. Not rational.

When J.K. Rowling put pen to paper, she created a world we all seek to exist in. All of us want to be students at Hogwarts. And we all want to be Harry — the everyman – or one of his cronies. We want to fly on broom sticks and learn potions. Better yet, we want to be told we are special (as Harry Potter is) and grow into the wondrous person we have the potential of being.

It makes me smile when I see my granddaughter adorned in rounded black glasses and a hand-drawn lightening bolt on her head. I have a hunch this trend will last a long, long time.

See more posts in the following related categories: Brand emotion


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