You Are Not for Everybody — Examples

Titanic

Who Are You?

Also known as Jack and Rose, James Cameron

• Ch 1J.D. calls James Cameron’s 1997 film the story of a young woman’s unforgettable first date with a man from steerage, and urges anyone who hasn’t seen it to watch.
• Ch 1Jack pays attention to what Rose needs. She has money but is trapped by expectations; he offers uncharted waters. “Jack’s brand is adventure, while Rose’s is freedom.”
• Ch 8As a child J.D. drew and wrote for hours with the Titanic soundtrack playing on cassette.

Evanescence

An Audience that Stays

Also known as Fallen, The Open Door

• Ch 2J.D.’s favorite band. Their album Fallen gripped him so tightly he started writing poetry.
• Ch 2The band took three years to release a new record and he followed other bands meanwhile, but the moment he saw the banner for The Open Door he bought it.

Saint Seiya

An Audience that Stays

• Ch 2The Japanese animation about a young orphan chosen as a knight of Athena was J.D.’s childhood favorite. He craved continuous storylines and bold characters.
• Ch 2Feeling out of place as an artistic, gay boy in the early nineties, he was hooked by a boy who doesn’t belong becoming a knight.
• Ch 2He still buys Saint Seiya items when he spots them: not just a consumer, but an active audience member because of the emotional connection.

Tip screen

Understanding Narrative

Also known as tip percentages

• Ch 3At the coffee counter, the payment screen offers 15% average, 20% good, 25% excellent. Each word summarizes how you might feel about the service, all of it positive.
• Ch 3Whether you tip isn’t the point; the narrative on the screen leaves it to your conscience to agree or disagree with a positive experience.

Shampoo commercial

Understanding Marketing

Also known as shampoo aisle

• Ch 4Shampoo ads pose a problem, damaged tips that make your hair look like a beach after a hurricane, then everything about the bottle screams solution.
• Ch 4Nobody likes being told their hair looks terrible, which is why the ads don’t just say “Horrible hair? Wash it with X shampoo.” See Three marketing steps.

J.D.’s novels

Understanding Marketing

Also known as The Echoes of Fallen Stars, Henderbell, Winterborne, The Other Side of the Ocean, The Broken Miracle, Bellwound, Arnon

• Ch 4Before each launch J.D. thinks about a book’s emotional value. The Echoes of Fallen Stars is for queer readers who never thought they could be heroes; Henderbell is an ode to believing in magic.
• Ch 4Winterborne is for the misfit who’s always wanted to belong, The Other Side of the Ocean sheds light on undocumented issues in America, and The Broken Miracle is for those who believe in the impossible.
• Ch 4Getting them to the readers who need them is marketing: ads, partnerships, out-of-home campaigns and livestreams.
• Ch 8The Echoes of Fallen Stars retells the Creator and Lucifer story through Bellwound, Lucifer’s lost son, who loves his childhood friend Arnon. See The Immortal Crowns launch.

Luxury brands

Who Are You?

Also known as Prada, Dior, Apple

• Ch 1Luxury brands sell status, a symbol that you worked hard to be who you are.
• Ch 4You’ll never see a Prada or Dior blowout sale; if you did, “you bought a fake one, darling.” Their value is tied to exclusivity, and sales would imply depreciation.
• Ch 4Apple offers student incentives but never a blowout sale, because it sells creativity, and creativity is priceless.

Chanel Bleu campaign

Branding via Association

Also known as Bleu de Chanel

• Ch 6Chanel spent millions on a 90-second commercial starring Timothée Chalamet, directed by Martin Scorsese, with a narrative about finding who you are.
• Ch 6Associating Bleu with Timothée placed the fragrance on a blank canvas after Johnny Depp, its previous face.

Havaianas x Dolce & Gabbana

Branding via Association

Also known as Havaianas

• Ch 6Havaianas, created in the sixties and still Brazil’s most worn sandals, joined Dolce & Gabbana on an exclusive collection with “Dolce & Gabbana & Havaianas” printed on the sole.
• Ch 6A product already famous was instantly lifted to the luxury buyer: “If Dolce hearts it, then I will try it.”

Balenciaga 2022 campaign

Branding via Association

Also known as Balenciaga

• Ch 6J.D. is still baffled that photos of children holding harnessed teddy bears were approved. The campaign forced Kim Kardashian, a public fan of the brand, to speak out.
• Ch 6It shows that association carries risk and that public figures are held accountable by their audiences.

Ducks who think they’re chickens

The Circle

Also known as animal videos

• Ch 7In animal videos, ducks believe they’re chickens and dogs try to move like kids. J.D. wonders whether the duck will never swim or the dog will think itself a failure for walking on four legs.
• Ch 7Many of us are less ourselves because we’re surrounded by the wrong crowd.

The lip challenge

Judgement as Research

• Ch 16When a celebrity appeared with new lips, people used cups to swell their own. A lipstick line followed. “Judgement turned into profit.” An audience was born.

The 2003 VMA performance

Judgement as Research

Also known as August 28, 2003, Britney, Christina, and Madonna

• Ch 16On August 28, 2003, Britney, Christina and Madonna shared a stage. The vocals and dancing weren’t impeccable, but the moment was an experience.
• Ch 16Madonna rose from a cake singing “Hollywood,” and the kiss followed. J.D. saw their faces on every magazine at Market Basket in Ashland, Massachusetts, where he worked.