Branding Lessons From This Is Us

This Is Us, the drama/comedy on NBC is the breakout hit of this television season.  The show centers on the fictional Pearson story and jumps back and forth from the time that Jack and Rebecca Pearson were raising three children in the late 1970s to present day following the three now grown up children.  NBC has such faith in the show that it renewed the show for not one but, two more seasons.  Brands when developing their brand story can learn from This Is Us on how to develop a strong and compelling brand story that resonates with consumers.

  1. Stand out from the competition. The whole concept of This Is Us is unlike anything else on television.  The concept of jumping back and forth in time with the same family was an unique concept that viewers found compelling and original.  In a television landscape that is filled with procedural dramas, sitcoms, and cop shows, This Is Us stands apart.  The show is not dark and sinister nor does it tap into any of the polarization and politics that fills the news.  It is a feel-good show even if it does cover some of life’s tougher moments.  Brands when developing their story need to follow this concept and let their story be unique and compelling that will appeal to their target audience.
  2. Have compelling spokespersons. Part of the popularity of the show is the appeal of two characters who are spokespersons for the theme of the show.  One is the Pearson patriarch, Jack.  He is the father that everyone wishes they had and communicates in a simple, effective, yet fun manner.  The other is the recurring character of Dr. Nathan Katowsky, popularly known in the show as Dr. K, the replacement doctor who delivers the Pearsons’ children.  In every appearance the character gives a quote that resonates with viewers and is tweeted and retweeted over and over again.  Like Jack, Dr. K is seen as original and compelling.  Brands need to make sure that the person they have telling their story is compelling and one that audiences will relate to when hearing the person speak.
  3. Keep it simple. This Is Us tackles birth, marriage, child raising, death, illness, family conflict, and much more but it does so in a simple and easy to understand way that the message and enjoyment are not lost.  Brands need to remember this when crafting their story message.
  4. This Is Us creates an emotional connection and reaction from its viewing audience.  People report coming to tears when they learned that Jack Pearson, the father, is dead in present day.  Others swoon with the romance of the Toby character courting grown up, Kate Pearson.  Brands need an emotional connection with their audiences as well.  Consumers are not just buying the brand but the brand story and that is why the emotional connection and shared values must be present in the story.

Brands in developing their brand story and communicating with consumers should study This Is Us as it teaches news lessons weekly in communications strategies.  And if your current story or strategy isn’t working, it can offer a lesson on how to correct it, for as Dr. K says, “There’s no lemon so sour that you can’t make something resembling lemonade.”

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