The article discusses how brand tie-ins often miss the essence of the narratives they reference, highlighting examples from shows like "Severance" and "The Handmaid's Tale." Experts like Zoe Kessler emphasize that while brands desire association with popular media, they often fall short by failing to engage thoughtfully with the material. Misfires occur when brands borrow imagery or themes without adding depth or significance, resulting in a disconnection that can alienate audiences. The piece calls for brands to approach tie-ins with a more strategic and context-aware mindset.
In branding misfires like that, Kessler explained, "What they're doing is borrowing the equity, but not building on it," which leads to the type of "surface level" tie-in that rings false to audiences.
Zoe Kessler, the Executive Creative Director at Johannes Leonardo, said, "Getting it right is harder, because it takes a bit more thoughtfulness and strategy to show up in a way that's more specific."
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