S4 Ep13 Entertain or Die: Unlocking the Secrets of Entertaining Brands

Join us for a deep dive into the 'Entertain or Die' report with Leanne Tomasevic, Head of Insight at Tracksuit, and Dan Salkey, Co-founder and Strategy Partner at Small World. Discover the most entertaining brands in the world, what makes them so engaging, and whether their entertainment value drives significant business results (spoiler alert: 29 out of the top 30 brands showing revenue growth, and two-thirds experiencing double-digit growth!)

Explore the critical importance of capturing audience attention in a media-fragmented world where consumers have more control than ever over what they engage with. Understand why being entertaining is no longer optional for brands and get insights into the elevated competition created by media titans like Netflix, Mr. Beast, and Fortnite. Discover how brands, regardless of size or category, can drive business outcomes through entertainment by leveraging core metrics and personalised strategies.

Leanne and Dan delve into the nuances of what makes content entertaining, extending beyond humor to include elements such as relevance, emotional connection, and brand character. Learn how building a compelling brand lore and engaging storytelling can make your brand stand out, with examples like Rescue Remedy's collaboration with Gen Z comedians for authentic, relatable content.

Get inspired by case studies of brands like Duolingo and Liquid Death that have successfully adapted their marketing strategies to meet the evolving demands of today's audiences. Learn about the significance of 'fandom mapping' and how brands can uncover deep, human insights to inform their entertainment strategies, much like McDonald's has done with its fan truths and wide-reaching collaborations.

For marketers working in more traditional or 'boring' categories, discover how breaking category orthodoxy and injecting an element of entertainment into their strategies can yield significant results. Whether you're working with limited budgets or trying to convince a skeptical C-suite, this discussion offers practical advice on conducting brand audits, proposing experimental strategies, and leveraging underutilised channels for maximum impact.

Understand the critical importance of measuring the effectiveness of entertaining content, and how, by using Tracksuit, you can track emotional responses, purchase intent, and traditional metrics like market share to ensure that your entertainment efforts are driving meaningful business outcomes. With promising statistics linking entertainment to higher lifetime customer value and increased sales, this conversation provides a compelling case for why brands need to be entertaining in today's competitive marketplace.

Don't miss out on this valuable conversation packed with actionable insights, real-world examples, and practical steps to make your brand more entertaining and impactful. Read the full 'Entertain or Die' report here & sign up for Tracksuit Insights Here

03:22 The Origin of 'Entertain or Die' Report

04:25 The Importance of Entertainment for Brands

07:15 Challenges in the Attention Economy

11:19 Building Brand Lore and Engaging Content

14:50 Leveraging Community and Writer's Rooms

23:50 The Role of Humor in Entertainment

25:27 Fandom Mapping for Brands

26:46 Entertainment in Unexpected Categories

28:33 Breaking Cultural Orthodoxy

37:57 Implementing Entertainment Strategies

Hosted on Acast. See acast.com/privacy for more information.