Voices: the CMB Blog

Unless you have been living in exile on the swampy planet Dagobah, you may have noticed that December 18^th marks the release of Star Wars: The Force Awakens. There are reminders in every corner of the consumer landscape from Chewbacca Spiced Latte Coffeemate peering out of the dairy freezer to Limited Edition Star Wars lipsticks from Covergirl (including silver and gold but not Chewbacca). Star Wars-licensed clothing abounds from discount retailer Primark to The Gap and more. There are Star Wars shoes available ranging from Crocs (complete with Yoda-sound emitting add-ons) to customizable Superstar 80s from Adidas.

Of course, there are toys, too, featuring characters from the previous films and The Force Awakens. These were launched in grand fashion with “Force Friday,” which took place on September 4^th 2015 (falling conveniently ahead of the back-to-school and holiday shopping seasons). There have been three months of merchandise build up, with more character items set to be released after the full plot of the film is revealed. While witnessing the amazing treasure trove of merchandise and brand tie-ins, I couldn’t help but wonder, how did LucasFilm’s promotion of the first film compare to Disney’s current efforts with The Force Awakens?

A long time ago (38 years) in a galaxy far, far away, the first Star Wars installment opened on May 25^th in just 32 theatres. Initially marketed only to a small science fiction fanbase, momentum grew as the film received positive reviews and word of mouth spread. By August 1977, the movie was on over 1,000 screens. The film itself appealed to children and adults, and it featured ground-breaking 4 channel Dolby sound, adding to the overall cinematic impact (and audiences’ desire to repeatedly return to the theater). It dominated the box office in 1977, grossing over $461 million dollars domestically (over $300 million ahead of another sci-fi classic: Close Encounters of the Third Kind). To put this in perspective: that’s over 1.85 billion when adjusted for ticket price inflation.

 By Christmas 1977, Kenner Products, which held the original licensing rights to Star Wars action figures, was underprepared to meet the production demand the surprise sensation. What was a toy retailer to do when faced with the inability to deliver the characters every kid (and some adults) wanted? Easy: sell empty boxes. Ahead of the holiday shopping season, Kenner cleverly sold “Early Bird Certificate Packages,” including a certificate for action figures (available in February 1978), a diorama stand, and a Star Wars fan club membership card. Waiting to redeem those certificates must have been agony.

When Star Wars was first released, there was nothing else quite like it, and there was no way to anticipate the film’s success nor the audience’s desire for merchandise. With The Force Awakens, Disney knows its audience and has guaranteed there are enough items available to drive interest ahead of the film. There’s also enough stock on the shelves as families head to the theaters (in sharp contrast to Disney’s 2014 Frozen toy shortages). On top of the items available ahead of the release, there are several characters yet to be revealed, including Andy Serkais’ Supreme Leader Snoke, which means that there’s even more to come.

Have you ever waited in line for a pre or post-release movie toy? Will you be headed out to see The Force Awakens sporting any character socks?

An Associate Researcher and owner of a now vintage, non-mint condition Ewok village Julia Powell is. 

This January, the ABC Family channel will become “Freeform.” The name change, triggered by a misalignment between ABC Family’s current brand strategy and associations the current name conjures, aims to appeal to the brand’s target audience—a more mature, young adult demographic. President Tom Ascheim calls this group "Becomers," males and females ages 14-34 who are going through an exciting life stage of firsts, ranging from "first kiss to first kid."

So, what can viewers expect from Freeform? According to the company, at least some things will stay the same. Freeform will keep a number of popular shows (e.g., Pretty Little Liars and The Fosters) and continue beloved traditions like Harry Potter Weekends and 25 Days of Christmas. But viewers can also expect new programming that takes the brand further from its family-friendly image. 

While the name change seems warranted, a rebrand can certainly flop if not carried out thoughtfully (think: when Radio Shack became “The Shack”). Here are four steps worth following to ensure long-term success in launching a rebrand:

1. Conduct thorough research about the competitive landscape and your target market. Rebranding involves a tremendous amount of preparation, time, and effort, and it risks confusing customers and losing brand equity. It’s wise to consider the repercussions before making changes that might not solve the underlying problems. Renaming infamous private security firm Blackwater to the shorter XE, for instance, hasn’t done the trick. For ABC Family’s part, research revealed many respondents unaware of the brand see it as “wholesome,” which is an indication that the channel’s name was a real sticking point to broadening its audience.

2. Communicate early and often. Being proactive about communication is essential during a rebranding campaign to avoid confusion and to dissuade potential rumors. All marketing and promotional materials should be honest and clarify any questions customers may have, such as the reasoning behind the change or what to expect from the new brand. On ABC Family's social media pages, for instance, some viewers expressed concerns about whether or not the new network would continue its popular 25 Days of Christmas campaign. The channel is leveraging these platforms as a way to answer questions and ease viewers’ fears.

3. Engage customers. Getting the consumer involved is a productive way to create buzz around the rebrand. One way ABC Family has done this is through a user-generated campaign (UGC) in which fans can create content to be posted on the channel’s website. This effectively generates hype around the launch just in time for the January television premieres. Social media can also be used to cultivate engagement with fans. ABC Family already has an impressive social media presence around hit show Pretty Little Liars, which is cable's second most tweeted-about series, but the channel will need to continue encouraging active participation throughout the rebrand.

4. Don’t let the name change stand alone. The name change itself should only be part of a rebrand, and it should be accompanied by an internal strategic shift. The branding must deliver on its promises, or the rebrand will fail to bring about any brand lift. A rebrand can’t be a "superficial facelift," but a sustainable strategic change that allows for the brand to flourish. 

Only time will tell if Freeform can create new content that attracts Becomers and evokes viewers’ "spirit and adventure," while also leveraging existing brand equity to maintain its current core audience.  

Julia Walker is an Associate Researcher who is very excited to continue watching Harry Potter marathons on the new Freeform network. 

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We all have our own way of celebrating the fall season. For some, it’s apple-picking, leaf-peeping, or downing mug after mug of Pumpkin Spice Lattes. For me, the defining event of the fall happens not in Boston, but in Azeroth at the World of Warcraft’s (WoW) annual celebration of Hallow’s End. Held every year, this two-week, in-game holiday is both a great example of effective seasonal marketing and a demonstration of Blizzard Entertainment’s nuanced understanding of its customer base. Not to mention, it’s just plain fun.

Hallow’s End was introduced to WoW in 2005, and in the past ten years, it’s grown dramatically in scope and popularity. Although Blizzard hosts other in-game seasonal celebrations (Pilgrim’s Bounty, Feast of the Winter Veil, and Brewfest are just a few), Hallow’s End seems to attract more notice both in and out of the game than any of the others. 

Why all the excitement?  The success of Hallow’s End is due in large part to the fact that it offers something for every kind of player. Who are they, and what do they get out of Hallow’s End? Here’s a sampling:

• Mount Collectors: Hallow’s End heralds the return of the Headless Horseman, a formidable raid boss with a sweet ride. The Horseman’s steed, an undead horse with glowing green eyes and hooves, is one of the most coveted mounts in WoW, and it’s only available for players to win during this event. Those who grab one will gleefully parade their prize for the rest of the year, and those who don’t are doomed to count down the days until the Horseman’s return. 

• World Travelers: For many (myself included) the most compelling feature of WoW is the massive scale and breathtaking beauty of the game’s world. Sadly, high-level adventurers have little incentive to explore low-level areas. During Hallow’s End, however, Candy Buckets appear in inns throughout Azeroth, offering in-game currency and achievements for players who seek them out. The Candy Bucket hunt is a great excuse to revisit old haunts and to seek out some new ones. 
• Pet Battlers: Pet Battling is relatively new to WoW, but it’s become quite popular. Pets are small creatures or constructs that a player accumulates over time (ranging from the common Brown Rabbit to the exotic Anubisath Idol). Like WoW characters, pets can be leveled to acquire new abilities and then pitted against one another in gruesome fights to the death. Hallow’s End provides the opportunity for players to add seven new pets to their arsenal, including several creepy crawlies as well as a feline familiar who wears a witches’ hat and rides on a broom. Deadly and adorable! 
• Duelists & Jokesters: In addition to its various quests and collectables, Hallow’s End creates a communal space for players, who gather to celebrate in front of the flaming Wickerman (see him below in one of my own screenshots!). It’s unusual to have so many players assembled at once, and this combined with the holiday mood tends to lead to player dueling. For those who love to duel, Hallow’s End is a perfect opportunity. WoW also encourages player-on-player action during the holiday by offering holiday themed wands that can be used to transform other players into bats, ghosts, skeletons, and even (gasp!) humans.

And that’s not all! In addition to the above, other Hallow’s End offerings include raid-quality equipment (for dungeon delvers), garrison decorations (for garrison builders), and experience bonuses (for those leveling up).  Regardless of why and how you play, the holiday has something for you.

While World of Warcraft has had its ups and downs, it’s indisputably one of the most well-known and well-loved games. One reason is that Blizzard not only allows, but promotes and celebrates, a wide range of play styles during Hallow’s End and beyond. Ask yourself, does your business offer products or services intended for a broad customer base? Do you understand who they are, what they like, and what makes them different from one another? CMB can help! Contact us to talk segmentation and product development, and we’ll help you add firepower to your own arsenal. 

Happy Hallow’s End!

Liz White (BadDecision) is a level 100 Blood Elf Warrior, who loves blacksmithing, long flights over Azeroth, and running advanced analytics for CMB. Give her a shout either IRL or in-game, and she’ll be happy to help you optimize your build.