Branding for actors, writers & directors (excerpts)

Stephen Mitchell speaking during an informal seminar on branding for actors, writers and directors.

New reactions to Stephen Mitchell's branding seminar

Some quotes from participants about Stephen Mitchell's Branding for Actors, Writers & Directors seminar at the Academy of Performing Arts in San Diego yesterday:

"This seminar is deep!" Amy Xaysanapaualin

"It's like coming home and rediscovering the you you left behind." Toni Cafaro

"Your brand won't limit you. Your brand can take you anywhere." Nyalief Gathouth

"You think you know, but you have no idea. What you think is right is wrong." Helen Shelden

"The little bit of branding and consultation I've received from you is priceless!" Marguerite Baca

Career advancement as psychological warfare

The U.S. Department of Defense defines psychological warfare (PSYWAR) as: "The planned use of propaganda and other psychological actions having the primary purpose of influencing the opinions, emotions, attitudes, and behavior of hostile foreign groups in such a way as to support the achievement of national objectives."

Career advancement is psychological warfare, in my view. The 'hostile foreign groups' may consist of directors or casting directors who might opt to hire or contract with other actors. They may be producers opting to buy someone else's screenplay or a publisher opting for someone else's novel. They may be movie-goers or TV audiences opting to watch films and shows other than the ones we are selling. In any event, we want to attract potential employers or audiences who will engage with us rather than someone else.

Psychological warfare can be waged in any number of ways. It is a conceptual activity with an infinite number of possibilities. One simply must know what one wants--give me the part in the film, buy my screenplay or novel--and from whom one wants it. Once these factors are established, the work can begin. A well conducted media campaign creates new networks--not of peers, but of qualified, motivated buyers for what you have to offer.

What are you selling and whom do you want to buy it?

The visual and emotional brand of an actor

Here, in the French version of my series (Interview), one can get a sense of the actress Hélène Cardona's brand even without speaking the language. It is visually evident and in the way she speaks the dialogue giving a sense of deeper truths than she is telling us. Her silences and reactions confirm our instincts that she is holding back much more than she is revealing making her a fascinating character.

Seminar results

I gave a branding seminar over the weekend for actors, writers and directors at the Academy of Performing Arts in San Diego. It was a preview of a six-week branding curriculum designed to facilitate entry into the entertainment business and progress in one's career. The following are comments from some of the participants:

“I would say that there is not an actor or actress alive that shouldn’t take Mr. Mitchell’s knowledge to heart. He obviously cares for people to understand this.” Sarah Marie Mayne

“Stephen has the ability to succinctly help you define your brand and offers from his expertise the most efficient, practical steps to take in show business.” Marguerite Baca

“Your secret weapon. Discover and uncover the you.” Wendy Wang

“Inspirational, informative and thought provoking. I feel like it gives me an advantage—already more prepared, better understanding and confident.” J.R. Reynolds

“Way worth it, man!” Patricia Lytle

“An ‘out of the box’ insight of the industry from the inside!” Renée Carroll

The branding of a filmmaker: Kathi Carey

Kathi Carey has been a friend and associate of long standing. She joined the repertory company for film & TV as an actress but quickly moved to include writing, producing and directing among her skills. She became an integral part of the group and took on the task of branding, developing and managing other members of the group. She began her own filmmaking career with us and she continues to this day making quality films that bear her personal stamp.

Her two most recent films--Reflections of a Life and Worth--have garnered praise and awards on the festival circuit. As one analyzes these films, it is obvious that Kathi not only possesses talent as a complete filmmaker--acting, writing, producing and directing in a manner that makes it all look easy--it is also evident that she has created a well-defined brand that has pleased her viewers and critics alike.

Here is the trailer for her recent film Worth: http://www.imdb.com/video/wab/vi2250835737/

Find out more about Kathi's film Worth at: http://www.worththemovie.com/

The branding of an actress: Victoria Foyt

There were a number of purposes attached to the (Interview) series that I created. One, of course, was to market stories to A-list Hollywood producers and directors. The obvious correlation was that these same producers and directors would be watching my actor on the screen for twenty-eight minutes--the show would serve as a prime showcase for the actor's brand to the people who had the power to make a big difference in the actor's career. For that reason, I made certain that an actor was fully defined--branded--by the time we taped out first (Interview) episode together and that the brand was well presented in both the story and the performance.

Kim Rollins (Interview) features Victoria Foyt. The programs we did together brought her attention from the likes of Henry Jaglom (Can She Bake a Cherry Pie?, Last Summer in the Hamptons, Déjà Vu) , Bob Rafelson (Five Easy Pieces, Stay Hungry, the Postman Always Rings Twice) and Ron Shelton (Bull Durham, White Men Can't Jump, Hollywood Homicide). Victoria went on to star or work in no less than five of Henry Jaglom's movies as an actress receiving co-writing credit in them as well. On Baby Fever, she received co-directing credit. This is what I mean when I say that every performance by an actor should create a demand for that actor in the lead role for his or her next performance.

Victoria's brand is well defined in the Kim Rollins (Interview) segment. She is unarguably a beautiful woman which is the most obvious aspect of her brand. However, Hollywood is known for its beautiful women who fail. I found that the most compelling aspects of Victoria's brand reside in the conflict between her soft vulnerability and the seeming ease with which she can, as an actress, display a character without empathy for others. I thought such a dichotomy would be interesting to viewers who would feel compelled to want more from her. The response to the show made it obvious that the audience did, indeed, want more from Victoria.

This is the essence of branding--putting the brand facets in front of the public in such a way as to create a demand for the product.