Archive for John Strain

Neither Shaken Nor Stirred, How Bond’s Brand Stayed True While Changing

Posted by John Strain on November 12th, 2012 at 10:10 am

We've been on a James Bond kick recently, and with Skyfall breaking the record for biggest Bond film opening weekend, it's worth discussing how the brand has evolved.
More than once in my relatively brief advertising career, I’ve heard the words “It should be sort of… sort of James Bond-ish.” or “You know Double-O seven s%@*, man.” The iconic character that became a brand has evolved into an adjective. And this is the greater truth. After almost 60 years of being in existence, the James Bond brand is one of the most easily recognizable and desired the world over.
Class. Style. Technologically-advanced elegance with an edge. Women love him and men want to be him. So why wouldn’t companies want to hitch a horse to Bond’s proverbial wagon?
In fact they have been doing so for decades. Bond has hawked everything. From cars to cell phones, and airlines to eyelash curlers, big brands have been picking up the tab for Bond films since the conception of product placement.
Still, the premier of the new Bond film “Skyfall” this past weekend will mark a seemingly momentous occasion. And NO, not because it’s the first time Bond has reached for a beer instead of his classic vodka martini (It’s not... Read more