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Mad Men's Branding Magic

Katy Mooney - Tuesday, August 11, 2009


You could say that I am an “early adopter” of good TV. I watched the first series episodes of Seinfeld (originally the Seinfeld Chronicles), Sex and the City, Entourage, 24, Curb Your Enthusiasm, Saving Grace, Damages to name just a few. I don’t watch a lot of TV. I just watch good TV.  I even earned a childhood nickname (that will remain unknown!) that reinforced my attunement to television.

So, of course, like any TV connoisseur, I am eagerly awaiting the Season 3 premiere of Mad Men – one of the best, least-watched shows on television. I love Mad Men for many of the same reasons others do – its originality, rich storytelling, terrific acting, stellar costumes and juicy naughtiness.

I also love it from a branding perspective because it leads with respect – respect for itself and its viewers. Of course, I know that respect is not generally thought of as a branding principle but I believe it should be and here’s why: It keeps a brand on course.

Respect for itself  - Mad Men

Mad Men respects itself through the integrity and clear vision of its creator, Matt Weiner.  He knows what Mad Men is and is not. (He thought about it for six years before it came to fruition!)The show is layered with intricate story lines told with sophisticated, unexpected nuance. Weiner doesn’t rush his stories or resort to obvious, tidy conclusions. Nothing feels forced or unrealistic. On the contrary, many story lines remain unresolved or riddled with ambiguity. Life can be like that, too.

Respect for others – its viewers

Weiner and his team write for the intelligent target audience they believe us to be. They don’t water down Mad Men to avoid offending for the sake of mass appeal. Nor do they rely on celebrity cameo appearances or cliché cliffhangers during sweeps week to capture more of our attention.  That would be off-brand and, of course, they know that.

In addition to mature writing for mature viewers, Mad Men creates an authentic world for us. In fact, according to Vanity Fair magazine, the Mad Men team probably suffer from a bit of O.C.D. in their rigorous commitment to accurately portraying the 1960s, the era the show is set in. http://www.vanityfair.com/culture/features/2009/09/mad-men200909) They trust that we’ll sense the difference. Maybe, maybe not. Either way, I like knowing that they care that I care.

As it goes in life, so it often goes in branding. When you know who you are and what you truly value, decisions become easier and priorities clear. You know your way. And when you treat others with the same respect, it's possible that they may just fall madly in love with you.

Shine on, Mad Men. May you respect us for many seasons to come.


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    katy@katymooney.com | 415-717-6808 | San Francisco, CA