From Mobland to Brandland

Happy Friday, Sippers!

How was your week?

Have you watched Mobland yet? Not yet? 

Whhaaat? Clear your schedule because we need to talk. You know that feeling when you know it's Guy Ritchie's work, even if you've only seen a single frame? And that's not a coincidence; that's brand building at its finest.

Last year, we chatted about Wes Anderson and his meticulously curated aesthetic. 

This week, let's turn our gaze to a director who could easily be his rough-around-the-edges, yet equally stylish, cousin: Guy Ritchie. 

From the gritty streets of Lock, Stock and Two Smoking Barrels to the aristocratic grit of The Gentlemen and the recent Ministry of Ungentlemanly Warfare, Ritchie has consistently stamped his unique brand on every project. His movies, while telling different stories, all share an unmistakable "Ritchie-ness." And that, my fellow brand builders, is the golden ticket. It's about having a style so distinct and ingrained that even when you adapt, you remain unmistakably you.

For a brand to maintain its essence over multi-year campaigns or decades, it requires consistent application of core brand clues. We see this in his series, such as The Gentlemen and Mobland, where his sharp dialogue and distinctive visual style remain undeniably Ritchie across multiple episodes. Just like brands, Guy Ritchie has also applied his signature style to advertising for BMW, Heineken, Dior, Cartier, and H&M, proving his brand DNA is adaptable across various platforms.

These "Ritchie clues" are essentially your brand book. This isn't just a fancy document; it's the bible of your brand. It encompasses all the iconography, including colours, typography, graphic devices, and patterns. But it goes much deeper, defining your tone and manner, what is "on brand" and "off brand," and even outlining your brand's archetype. Only about a quarter of businesses actually have formal brand codes documented, which is a missed opportunity for building that undeniable "Ritchie-ness.

The "Ritchie" Brand Clues:

• Distinctive Visuals & Aesthetic | A raw yet highly stylized visual language, from the smoky pubs to impeccably tailored suits, sprawling estates or the strategic use of shapes, lines, and colours to signal specific attributes, even in films like King Arthur or Sherlock Holmes.

• Sharp Dialogue & Unforgettable Characters | Quick-witted, often darkly humorous banter that's consistently sharp, whether it's the rapid-fire Cockney slang of Lock, Stock and Two Smoking Barrels, the more refined, yet biting, exchanges such as Hugh Grant in The Gentlemen or Robert Downey Jr.'s reinvention of Sherlock Holmes, create an instant sense of Ritchie's world and build recognition.

• Non-Linear, Intricate Storytelling | He masterfully jumps across timelines with flashbacks, flash-forwards, and parallel narratives, as seen in Lock, Stock and Two Smoking Barrels to Wrath of Man. This keeps viewers engaged and makes re-watching a delight.

Brand Takeaways for Your Own Masterpiece : 

• Master Your Visual Identity | Define a distinctive visual aesthetic that is instantly recognizable. Beyond your logo, consider your brand's colour palette, typography, and overall imagery. Is it unique and consistent across all touchpoints, like the iconic HBC stripes?

• Cultivate a Unique Voice & Memorable Personas | Develop a consistent brand tone that reflects your personality. This authenticity prevents you from becoming a "copycat" and builds strong connections.

• Craft Engaging Narratives | Your brand story shouldn't be a straightforward product pitch. Embrace dynamic and multi-layered storytelling to engage your audience on deeper emotional levels, much like Volvo builds emotional connections before revealing its product features.

Guy Ritchie's brilliance lies in his ability to maintain his core brand identity while applying it to diverse narratives. Each film is different, but the "Ritchie" essence is always there, making it feel authentic and, most importantly, memorable. He adapts his style to the story, rather than forcing the story into a rigid mould. 

Even when he takes on projects like Aladdin or Swept Away, while they might stand out from his usual fare, elements of his directorial style can still be observed, showcasing the adaptability of a strong brand.

The Sip Takeaway:

What are your brand clues? Identify the distinct elements of your brand that make it instantly recognizable, even as you pivot to a new product or campaign. That's how you build a brand that doesn't just make products, but defines its own genre.

Now, if you'll excuse me, I'm off to watch another episode of Mobland. War is about to begin. Pure brand inspiration, I tell ya.

See you next week