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Inspiring, entertaining, recognised and loved by millions internationally; Bond is the ultimate brand. As we wait for the unveiling of the latest 007 film perhaps now is the ideal time to ask why and how this brand has remained so well-loved and relevant for the past 46 years.
The character and film franchise itself have continued to change and evolve with the arrival of each film. Veering from displays of callous violence to moments of comedy and played by a range of 6 actors who have variously brought animal magnetism, urbane charm, earnestness and a combination of all of those traits, Bond is a brand which has changed so much, by rights it should not have the following that it does.
Perhaps the key to why it does have that continued hold over us, is that for all of the alterations and re-imagination, it remains underneath the same dependable brand it always has been since its inception. The frippery of the gadgets, the girls, the guns and the villain bent on world-domination from a vast secret lair is merely window dressing.
Bond is unflappable; in any given situation he knows exactly what to do, and indeed what to say. He is as likely to put you down with a pithy quip as he is with a bullet from his Walther P99. And during these turbulent times it is reassuring to know that he is completely and utterly incorruptible even though at times he displays questionable morals. Bond is unlikely for example, to have taken a massive pay-off for failing in his duties were he an investment banker. Always stylish, always knowledgeable, in real life Bond would be someone who would rapidly become unbearable, yet now more than ever perhaps we need a hero brand which is a confident and constant source of reliability.
A true indication of the power of brand, and of Bond, are the other brands which willingly (and some may say desperately) flock to ally themselves with him, to try to be as cool as him, as respected. Those brands need Bond rather than the other way around.
Ultimately wouldn’t those brands want the ability to alter, innovate and re-imagine with the same success that Bond has, and still retain the knowledge that however much it changes, the end result will be great?
James Bond will return…
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