{"id":975,"date":"2012-04-24T16:49:22","date_gmt":"2012-04-24T16:49:22","guid":{"rendered":"http:\/\/www.therightbrainstudio.com\/?p=975"},"modified":"2012-04-24T16:49:22","modified_gmt":"2012-04-24T16:49:22","slug":"im-ready-for-my-close-up-mr-pytka","status":"publish","type":"post","link":"https:\/\/www.therightbrainstudio.com\/blog\/im-ready-for-my-close-up-mr-pytka\/","title":{"rendered":"I\u2019m Ready For My Close Up, Mr. Pytka"},"content":{"rendered":"

Casting Call For Brands<\/span><\/h3>\n

\"\"<\/a><\/p>\n

By Jeff Hirsch<\/h2>\n

Three brands from the same category walk into a bar. Can you tell them apart? Are they different from each other in any way or is one just like the other? Are they dressed alike? Do they sound alike? Do they order the same drink?<\/p>\n

Here\u2019s another way to think about it. We\u2019re holding a casting session to fill the role of \u201chealthy snack that kids love\u201d in the upcoming blockbuster film, \u201cThe Hungry Games.\u201d It\u2019s a real Hollywood cattle call. A hundred or more brands – bags, boxes, jars and cartons of everything from whole grain chips to non-fat yogurt – are milling about with scripts, practicing their lines and preening in the mirror.\u00a0 They\u2019re thinking, \u201cI want this part so badly. I can nail this role!\u201d<\/p>\n

Think the powers that be are going to make a rational choice? Think again. A 10-year-old boy is in charge of casting and his mom is the film\u2019s director.\u00a0 You can cut the tension with a knife. Who\u2019s going to get the part?<\/p>\n

This is what we go through as marketers every day. To extend the metaphor, we are the agents and managers jockeying to get our clients\u2019 brands good roles and keep them working. And to do the best job we possibly can, it doesn\u2019t hurt at all to think about our brands in this \u201ccasting call\u201d context.<\/p>\n

The Right Brain Studio\u2019s own Michael Laskin, accomplished actor, respected acting coach and Director of our Right Brain Studio Creative Panel, tells his acting students about the need to create an \u201cindelible point of view.\u201d \u00a0This is critical in connecting with the movie going public and equally important at the audition.\u00a0 Casting directors and consumers alike have many choices and little time to make decisions.<\/p>\n

Who are you? What do you know? What are you good at? How do you see the world? What do you stand for? Why should I be interested?\u00a0 Actor or brand, all of these questions and more must be answered in the blink of an eye.<\/p>\n

When we recently talked about \u201cindelible\u201d performers, Michael brought up a wide range of examples that didn\u2019t necessarily conform with my notion of \u201cgreat acting.\u201d\u00a0 He explains, \u201cThere are few people like Meryl Streep or Kevin Spacey who are allowed to completely disappear into their roles.\u00a0 Most actors who enter into this transaction are asked to play some version of themselves. \u00a0Sounds easy, but it\u2019s not.\u00a0Actors are generally trained to become someone else, not themselves. \u00a0And if you\u2019re an unknown walking into an audition, there may be little that\u2019s distinctive about you to draw the attention of the casting director.\u00a0 Hence, the need for a clear and immediate point of view.\u00a0Someone like Seth Rogen or Adam Sandler may not be the most versatile actors in the world, but you certainly know\u00a0who they are and what they stand for when they enter walk in the room because of their personal indelibility.<\/p>\n

So who is the star of your branding \u201cmovie?\u201d\u00a0 What is his or her \u201cindelible point of view?\u201d\u00a0 \u201cA healthy, filling snack that moms love and kids crave\u201d doesn\u2019t cut it.\u00a0 Consumers need to know more, to transcend the obvious and to feel<\/em> more about your brand.<\/p>\n

But it\u2019s difficult for consumers to feel anything for your brand or form a lasting relationship with it if all they have are facts and features.\u00a0 To borrow a line from Humphrey Bogart, one of the most indelible actors of all time, \u201cIt\u2019s got to be the \u201cbeginning of a beautiful friendship,\u201d and that comes from the heart more than the mind.<\/p>\n

If we want to be the best possible \u201ctalent agents\u201d for our brands, we should never send them out to \u201caudition\u201d without endowing them with the ability to create their own \u201cindelible point of view\u201d based on a richly textured personality.\u00a0 Consumers want to know, \u201cWho are you and how can you help me?\u201d More than functional benefits alone, the answer to those questions is a story in which your brand seeks to play the leading role.\u00a0 The better we tell the story and flesh out the characters, the better chance our brand has to land the part.<\/p>\n","protected":false},"excerpt":{"rendered":"

Casting Call For Brands By Jeff Hirsch Three brands from the same category walk into a bar. Can you tell […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_lock_modified_date":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[19],"tags":[],"class_list":["post-975","post","type-post","status-publish","format-standard","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/posts\/975","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/comments?post=975"}],"version-history":[{"count":0,"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/posts\/975\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/media?parent=975"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/categories?post=975"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.therightbrainstudio.com\/wp-json\/wp\/v2\/tags?post=975"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}