Business Magic Tips
Channel: Inspire Your Life
Date: 2023-04-14

The Marketing Magic You Never Knew
Harry Potter is among the most noteworthy brand stories of late years. So 
much so, that there can't be one individual anyplace who hasn't heard the 
name. For several, naturally, Harry Potter is simply a passing fad. However 
it's arguable that the Harry Potter brand bears lessons that are crucial to 
the whole marketing community. 
A few success factors may be tentatively distinguished. First, there's 
Narrative. Harry Potter typifies the storytelling tendency that characterizes 
present-day corporate culture. Storytelling is the management technique of the moment. 
The intriguing thing about the Harry Potter story, all the same, is that it 
consists of several stories. There's bookselling, the movie franchise, the 
merchandise, the anti-witchcraft critics, the over-enthusiastic consumers, 
the in-progress, non-stop publicity, and the unresolved story of what'll occur next. Each of these stories draws nourishment from, contributes to, and at times contradicts, the other brand stories. In a world where storytelling is 
increasingly old-hat, it must be a regal brand story, a magical brand story, 
and a many-sided brand story.
The second is ambiguity. The Harry Potter stories appeal to grownups and 
youngsters alike.
Today, ambiguity isn't a word that marketers are comfortable with. We're 
taught that images have to be consistent, logical, and clear-cut. But we're 
moving away from the era of monolithic marketing to polymorphic 
marketing. Harry Potter is the poster boy of that trend today.
The third is a mystery. The books are mysterious. Marketing too is profoundly 
mysterious. It's mystical not only in the sense that we still don't understand 
how advertising works exactly. The mystery is a marketing maneuver in itself. 
Think about the "hidden" recipes that help sell all sorts of things: Coke, 
KFC, and many others. Think about the gift-giving business, which is 
predicated on mysteries, surprises, and delayed satisfaction, as are gift-rich affairs like Christmas Day and birthdays. 
Fourth is amusement. Whatever else it is, the Harry Potter phenomenon is 
hugely entertaining. The response of the public is entertaining. The 
response of the Harry haters is entertaining also. And, lest we forget, the 
merchandising campaigns are marvelously entertaining. If nothing else, 
Harry Potter reminds us of the easily blanked-out fact that what we do is 
awesome fun. 
When all is said and done, Harry Potter typifies today's amusement 
economic system. There’s no business without show biz and where hot 
products, the next huge thing, and the thing after that. It seems to me 
that today’s marketers have much to learn in general and Harry Potter 
particularly shows this. 
The mysteries of Harry Potter's success are hence fourfold: Narrative, 
ambiguity, enigma, and amusement. If you want to make a name for your 
brand, this is the name of the game.

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