Marketing Goes to the Movies: Repo Man
Repo Man, the amusing story of a kid named Otto’s accidental entry into the bizarre world of car repossession, has earned its status as a cult classic, in part from its refusal to follow the standard connect-the-dots formula of a Hollywood comedy. It stands out by virtue of its sheer originality — while making its own sharp comment on the lack of originality in our society.
One of the funnier running gags in the movie involves the generic branding on every single consumer product seen on store shelves or kitchen countertops. Beer cans sport plain white labels with the word “BEER.” A liquor store shootout destroys several bottles labeled “LONDON DRY GIN.” One moment singled out in Roger Ebert’s review of the film shows Otto entering his kitchen and opening the fridge door to reveal a cluster of generic goods, then digging into a can marked “FOOD – MEAT FLAVORED.”
Do you buy generic products? I do, when I see no meaningful difference in product quality. A company that doesn’t at least imply some particular feature or advantage will lose out to the generic with the lowest price.
What kind of brand identity scores points? Any kind that speaks to your audience. To many people, for instance, a paper towel is a paper towel. But some brands absorb more fluid, others look prettier, and still others make responsible use of recycled paper. Any of these sales points could very well be the deal-breaker for certain consumers. The brands that make these claims don’t want to compete over price — they want to capture the loyalty of a defined target market. That’s why they have names like Brawny (it’s tough!) or Ultra-Posh (it’s soft!) or Ecolo-Wipe (it’s green! — okay, I’m making some of these up, but you get the idea).
Do you have a brand that appeals to your target market, or are you Brand X? Not all of my clients know what sets them apart from their competitors. I’ll ask them what makes their product or service special, and they’ll stumble like crazy to find something. If you don’t know what makes your product unique, then you can’t aim it at a segment of the population. You get lost in the shuffle.
And before you know it, you’re a punchline in a cult movie.
