Cracking the code

Happy Friday,

How was your week?

Have you watched Lupin? 

The French series watched by 76 million households in its first 28 days. If you haven't, can you guess what the series is about with these? 

The tan marks on the fingers or wrists of the models implying a heist. 

And by using the same colours and fonts as luxury jewelry brands reinforces the show's prestige, wealth, and sophistication.

In fact, Lupin is a charming and intelligent thief who steals from the rich and corrupt.

Taking a page out of Lupin's 17 books, Netflix stole (alright, borrowed) these brand codes to market and advertise a foreign-language series to a global and diverse audience brilliantly.

Did you already guess the brands?

Rolex, Hermes, Céline, Tiffany & Co,  even without seeing their logo? Magic

Clues like colour, typography, graphic device, shape, sound, texture, tagline, packaging, pattern, and character like these for example are all codes documented in brand guidelines.

Having brand codes delivers in spades for brand builders as it helps:

- Building a strong brand identity | Helping define its identity, including purpose, values, mission, and personality.

- Improving consistency | producing 23% more revenues for those who do consistent branding 

- Increasing efficiency | saving valuable time creating content and instantly recognizable without having to introduce who you are and what you do

- Facilitate collaboration | Producing cohesive activations across all internal and external teams and creators.

Sadly, only one-fourth of businesses have formal brand codes for their brand. 

See you next week