Year after year, I find myself trapped in the same argument. It always unfolds the same way, too: I present my case, the opposition presents theirs, we spar and dance in our annual routine, but regular as clockwork, the fighting peters out—and no clear victor emerges.
But now, after 30 years of arguing and debating all around the world, mankind can sleep easy knowing that Die Hard is, in fact, a Christmas movie.
Ever since its release in 1988, the Bruce Willis action classic has been the center of a contentious cinematic debate over its credentials as a Christmas film. To mark the film’s 30th anniversary, 20th Century Fox released a recut trailer, labeling it as “the greatest Christmas story ever told.” And putting the matter to rest for good.
There’s a lot that marketers can learn from this (aside from how to climb on top of an elevator car). For starters, knowing your brand identity is essential. It’s a representation of everything it embodies, including your teammates. By embracing that culture and morphing it in with what your brand delivers, you’re well on your way to having a solid brand identity in place.
Another important lesson: Brand identity shouldn’t be dictated for you. Consumers may form opinions about your brand that don’t align with your message, and if that’s the case, it’s time to rethink your strategy and make it abundantly clear what your identity entails. 20th Century Fox made it clear and so should you with your brand.
I’m sure there are some people in this world that, with this new information, are experiencing a form of cognitive dissonance. So be it. Thanks to the definitive stance taken by the studio, there can never be anymore doubt as to Die Hard’s Christmas credentials. Can you say the same for your brand?
By Nick Guadagnino
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