Harry Potter : The Marketing Magic To Quick Sellout

Harry Potter is among the most noteworthy brand stories of late years. So much so, that there can't be one individual anyplace who hasn't heard the name. For several, naturally, Harry Potter is simply a passing fad. However it's arguable that the Harry Potter brand bears lessons that are crucial to the whole marketing community.

A few success factors may be tentatively distinguished. First there's Narrative. Harry Potter typifies the storytelling tendency that characterizes present-day corporate culture. Storytelling is the management technique of the moment.

The intriguing thing about the Harry Potter story, all the same, is that it consists of several stories. There's bookselling, the movie franchise, the merchandise, the anti-witchcraft critics, the over-enthusiastic consumers, the in progress, non-stop publicity, the unresolved story of what'll occur next. Each of these stories draws nourishment from, contributes to, and at times contradicts, the other brand stories. In a world where storytelling is increasingly old-hat, it must be a regal brand story, a magical brand story, and a many-sided brand story.

Second is ambiguity. The Harry Potter stories appeal to grownups and youngsters alike.

Today, ambiguity isn't a word that marketers are comfortable with. We're taught that images have to be consistent, logical and clear-cut. But we're moving away from the era of monolithic marketing to polymorphic marketing. Harry Potter is the poster boy of that trend today.