Category: Trends & Culture

3 Marketing Lessons From The Minions Movie



Last night we got dressed up to see a movie.

To be more specific, my boys and a group of their friends created their own matching yellow t-shirts while I sported a black t-shirt and Gru-scarf to complete our crew. Our dedication was slightly before the full hype started for for the latest installment in the Minions franchise – Minions: The Rise of Gru. This #minionscult fever has led the film to a blockbuster opening and a meme that has overtaken Tik Tok and other social media platforms, filled with people dressing up in formal wear or minions garb to enjoy the film.

The movie is the latest in a string of box office successes leading to a resurgence in movie theater attendance after two long years of depressed sales. For the most part, the movies dominating the 2022 box office list belong to large franchises: Marvel’s latest Spiderman, Thor and Doctor Strange films, the Top Gun sequel, and the Jurassic World sequel. Their successes, though, are likely causing marketers and leaders in all industries to wonder if they can recreate some Minion marketing magic for themselves. To do it, there are a few questions they should consider first:

1. Is the level of effort involved reasonable? One of the reasons movie launches like this generate so much passion is because they only require a momentary commitment. I don’t have to dress up like a minion every day or start writing a minion blog The short term extreme fandom works for (Read more...)

Magazines Create Empathy That Can Change the World. Here’s How To Save Them.



“The print magazine is an antidote to information overload, a form of media that contains a finite amount of content, releasing readers from the laborious task of deciding what to consume in the limited spaces of time in a day.”

Magazines are my favorite media. I read an ode to the power of the printed word in magazines this week and it reminded me of all the things I love about them. The process of curating this email is a constant battle to avoid overload, and I find that magazines always help. Unlike a lot of online content, the stories and images in magazines are usually professionally produced by real talented editors and creators. The long take they regularly offer is unique and their ability to select and publish stories that are timely without feeling outdated is a constant inspiration for me to try and do the same.

Sadly, many magazines are ceasing operations or moving to an online format only. The good news is, magazine subscriptions remain a steal compared to the cost of other things. So if you’re like some of the people interviewed in the article and have forgotten about the appeal of magazines, maybe now is a good time to restart some of those subscriptions you once had – or find some new ones.

Why We Still Need Conferences and Convention Centers



Convention centers can be beautiful energizing places. They can also be sad lonely reminders of why business travel sometimes sucks. I have spent many hours inside convention centers as a speaker before they became one of the first big casualties of the pandemic. A Businessweek feature this week focused on the collective efforts of architects, city officials and event planners to imagine a richer future for these forgotten convention spaces. The events industry right now is filled with hope, which is fueling multi-million dollar investments. The irony is that hope is also the one thing that these events themselves can bring us.

Gathering the smartest minds in a profession together face to face for future-shifting conversations inspires hope. It is undeniably important. Every time I am invited to an event, I experience this hope. It’s what makes the travel delays, time away from family and long hours worth it. And like the magic of a wonderfully planned and executed convention, hope is one of those things that is really hard to recreate over Zoom. 

How To Archive Yourself In the Digital Age



“I thought self-archiving could lead to self-actualization. I filled as many spaces as I could with information, whether it was on my blog, in Facebook albums, on Twitter, or on any of the many social media platforms I’ve used through the years. It was like collecting data on myself. But I also had an overall fear of letting go, of impermanence. I was so scared of forgetting pieces of myself—even pieces I longed to discard, like bad relationships and bad friendships and, I guess, other people in general. They discarded me more easily than I discarded them.”

I have the luxury to remember myself cooler than I actually was in school. As I have sometimes shared on stage, there are no social media posts from the ’90s to contradict how I think of my younger self from 25 years ago. The digital archives we are now creating for ourselves can be a gift, but also can weigh us down. Writer Kayla Kumari Upadhyaya explores this idea in an essay this week that suggests perhaps the path to self awareness requires deleting the past … a conclusion she reaches after much soul searching:

“Easing up on my self-archiving felt like building new trust with myself, giving myself permission to change and grow. I used to believe saving everything was the only way to find out what I really wanted, who I wanted to be. But when I delete things, I just make space for something new.”

It’s not easy to admit, (Read more...)