Branding & The Question-Asker Chronicles

I have been involved with branding since the early eighties when I founded my film and TV repertory company. Patterning it after the old Hollywood studio system as I did, the process was to brand the talent and then produce material--movies and television shows--to monetize the brand by selling the products we produced in addition to marketing the talent to others in the industry who would to want to use them as well.

Recently, I've been working with my friend Tom Gurnee with his brand and promotion, which has been easy for me to do inasmuch as his brand is easily defined; he is best at playing characters who are quietly menacing, driven and determined. The articulation of his brand is as easy to understand as is the brand slogan "The ultimate driving machine". What is more, when you have Tom in front of you, that definition is what is looking you in the face.

As part of our work, I wrote a monologue for Tom to play with and use whenever he would be asked to do something that could show his skills. I dictated it to him in about three minutes and thought no more of it until Tom suggested we tape it. I had forgotten what I had written, so he kindly sent me a copy of it. Reading it anew, it occurred to me that we should do more than tape it. I felt we should promote the character and idea as the starting concept for a series--whether a series of short, interstitial programs or longer more conventional half-hour or hour long programs didn't matter. I saw the character and the dynamic of his involvement with the unseen recipient of his "question" to be both enigmatic and foreboding. Thoughts of the old Twilight Zone and Dexter came to mind.

We'll see where this goes.