Promoting an Iconic Brand (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding the Sound of Music Movie

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing promoting an iconic brand: The Sound of Music.

On our radio show Ask Those Branding Guys, we spoke with artist/actress Debbie Turner best known for her role as Marta in The Sound of Music.  The brand of The Sound of Music remains robust today in part through the efforts of Debbie and other cast members.

Originally released in 1965, The Sound of Music is one of the largest grossing films of its time and winner of five Academy Awards including best picture.  Today, lyrics from the movie are recognized among the top movie songs of all time.  The movie's popularity is still strong as evidenced by a recent YouTube posting of a flash mob dance to the song Do-Re-Mi in Antwerp that has generated 28 million views.

Debbie attributes the longevity of the brand to the fact that the movie is based on a true story, the strong cast and great music.  To maintain the brand, Debbie and fellow cast members have made appearances on morning shows and talk shows as well as signing autographs.  Debbie has also created a poster of the cast for sale on her website.  Visit Sound of Music Poster

With the 50^th anniversary of the movie coming in 2015, Debbie proposed the idea to feature the Sound of Music float at the Pasadena Rose Parade and would like to see Julie Andrews as Grand Marshall.  We think that's a very good branding idea.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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