Following his 12 rules for building successful brands in the 21st century outlined in The New Marketing Manifesto by John Grant, here is what the author has to say about what's behind the popularity and huge success of the sitcom:
1. Sympathy and empathy with attractive losers
(Get up close and personal) - an actor striving for success, an obessed vegan who is overly ethical and green, a beauty that comes from a rich family and tries to be independent by working as a waitress, a guy who is constantly searching for love and two friends who are trying to be a good couple (I couldn't really find something specific that characterises Monica and Chandler as losers)
2. Basic human needs: company
Six people that meet up pretty much every day.
Six people that meet up pretty much every day.
3. Author innovation: in plot, locations, seasonal and topical references
Cozy cafe, unforgettable Thanks-giving scenes, references to old episodes
Cozy cafe, unforgettable Thanks-giving scenes, references to old episodes
4. Mythologise the new: the 'friendily' (friends as surrogate family)
Friends who don't need a family that much, nor a lover. They usually end up as being enough for each other.
Friends who don't need a family that much, nor a lover. They usually end up as being enough for each other.
5. Create tangible differences in the experience: signature style and creative icons
No need to discuss how different they are - e.g. Monica's obession with tidiness vs. Phoebe's hippy's ideas.
No need to discuss how different they are - e.g. Monica's obession with tidiness vs. Phoebe's hippy's ideas.
6. Cultivate authenticate
Insightful and uncomfortable moments - some scenes that make you blush or ROFL.
Insightful and uncomfortable moments - some scenes that make you blush or ROFL.
7. Work through consensus: a show to share or discuss with others, or read about
It's one of those shows which despite not being filmed anymore is still re-watched and re-commented on.
It's one of those shows which despite not being filmed anymore is still re-watched and re-commented on.
8. Open up to participation: everyone has their favourite friend to identify with, or even copy
I personally admire Rachel because she's brave enough to throw away the rich life offered by her parents and tries really hard to be independent.
I personally admire Rachel because she's brave enough to throw away the rich life offered by her parents and tries really hard to be independent.
9. Build communities of interest: it's one of the few shows that attracts fans not just viewers
10 years of love for and obsession with the characters
10 years of love for and obsession with the characters
10. Use strategic creativity: it's a movie promise for a TV show - for a quick hit
Short episodes, humour that is easy to understand (they even add this laughter), weird scenes, friends' cohesiveness
Short episodes, humour that is easy to understand (they even add this laughter), weird scenes, friends' cohesiveness
11. Shame a claim to fame: the starts are real friends - at least for the purpose of endless PR stories
Some of them were even more then friends.
12. Follow vision and be true to your values - ' we all act like that real life . only not as funny' (Joey)
0 comments:
Post a Comment