No question we just love a good reality show and often the more reality the better.
‘Here comes Honey Boo Boo’ is one of TLC’s highest rating and sharply criticized programs…..”a horde of lice-picking, lard-eating, nose-thumbing hooligans” (Forbes/Wikipedia).
Hey you know what, they are a fun bunch and we at Rocket Branding are not here to judge. We do however certainly love to challenge our branding acumen.
So the challenge is how to rocket Honey Boo Boo beyond the current success which can easily wane into obscurity as the next crop of outlandish reality shows pop up.
Honey Boo Boo is a brand. And certainly from a simple branding view there are plenty of opportunities to grow revenues with typical celebrity branding via t-shirts and trinkets, retail, appearances and even program spin offs with family members, friends etc. But this is only as good as the program viewership and interest remains strong.
Strategically then lets also agree that the brand is dependent on the show.
Two other reality shows with similar somewhat ‘down class’ beginnings have survived and endured to arguably rocket brand status. The Kardashians gained early notoriety in large part from Kim Kardashians sex tape. The show has been running for 7 seasons and the family in 2010 was reported to derive $65 million from it. The Jersey Shore is a similar example.
What did they do that could teach us how to rocket Honey Boo Boo?
They are brands within a brand.Kim is the feature brand on the family brand just as Honey Boo Boo is the center of hers. And the key is that, just with the Kardashians, they have been able to build stories not only for Kim but for each of the family members. And they are committed to doing so in every show.
The key isbrand stories. We love human interest stories and cannot get enough of them. Some of the best brand communications is based on stories. Stories connect brands to our lives and drive the script for each 30 minute episode.
Above all Honey Boo Boo is just a little girl. We need to have more stories about her and her family…not just the superficial dumpster raiding, mud dumping episodes but a little heart tug stuff. Let the viewer see a little vulnerability and innocence amidst their seemingly absurd life. If we can learn to love a little then we may just adopt the brand and it will endure. As an example, demographically, it could be amazing what a new puppy could do…. particularly if Honey Boo Boo decides to want to bring it up differently than she is used to and protect it from the mayhem.
We believe that the brand can rocket and endure if the show moves from silly spectacle to human interest and involvement. There is plenty of good emotional material there to work with.
What say you? Visit www.rocketbranding.com.
