Rise of Entertainment Brands

Brands are increasingly blurring the lines between business and culture, prioritizing entertainment to gain share of voice and market share.

Themes

Experiences Over Material Goods , The Blurring of Physical and Digital Realities , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Corporate Strategy Entertainment Marketing

Impact areas

Advertising Brand Building Consumer goods Marketing Media

Detailed Analysis

In a market dominated by established players with large media budgets, a new class of brands is emerging. These "Entertainment Brands" prioritize creativity, innovation, and entertainment to compete and connect with consumers. They recognize that in the current landscape, "it’s either entertain or die."

Context Signals

The report identifies eight archetypes of Entertainment Brands: Script Writer, Celebrity CEO, Collaborative Chameleon, Whiplasher, Purpose Punk, People's Play-Doh, Newsjacker, and Hype Machine. The report analyzes several successful Entertainment Brands, including Liquid Death, Duolingo, Vacation, MrBeast, Crocs, and Starface. The report emphasizes the importance of earned media, particularly social media and PR, for Entertainment Brands.

Edge

The rise of Entertainment Brands could lead to a shift in marketing budgets, with more emphasis on creative content and less on traditional advertising. Entertainment Brands could create new opportunities for collaborations between brands and creators. The focus on entertainment could lead to more authentic and engaging brand experiences for consumers.

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