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GLOBAL 2016: “Showrunner” mentality protects brand consistency

Will Goodhand
Innovation Director
TNS
Will.Goodhand@tnsglobal.com
New brands usually have a clear purpose. In contrast, middle-aged brands can struggle, although they had a well-defined purpose when they started and the founder still ran the organization. They need a “showrunner” mentality. Why does “Man Men” season six still have the same vibe as season one even though so much has changed in the storyline and characters have come and gone? That’s because these kinds of binge-watching series have a “showrunner”, a person responsible for maintaining the consistency and feel, to the extent they even have the power to hire and fire writers. Brands tend to go wrong because they lack that “showrunner.” A start-up brand has a “showrunner,” the founder. Recognizing this essential need is the first step to brand-powered growth.