top of page

Nostalgia is a great marketing tool

I grew up with the Karate Kid. Like every child of the 80's I went to a movie theater to watch Daniel LaRusso take down Johnny Lawrence using the infamous Crane move.


Cheering and clapping as if this victory was my own.


Because it was.


Good vs. evil.


Nerd vs. cool (or similar equivalent).


Right vs. wrong.


And then I rewatched it on cable a thousand times more over the decades. Wax on and wax off. Probably learning about my first Bonsai tree. That movie changed so many lives and while I never explored Karate, I definitely could relate to being the outsider and underdog.


Because I was such a fan, I'm pretty sure I also saw Karate Kid 2 in theaters. I know there have been others and even remakes I think, but for me and millions of others, there will never be a substitute for the original kid from Reseda.


The modern day sharks vs. jets.

 

Everything old is new again


Despite all this, I haven't really jumped on the bandwagon of 80s and 90s nostalgia. I couldn't care less about Fuller House or Girl Meets World. I have no interest in that 90's Show or How I Met your Father. I look at the return of 80s fashion trends (hey scrunchee) and think 'that's a no for me dog'. No puffy skirts or shoulder pads. NO MOM JEANS (girls, what are we doing??). I'm content with the original and my memories. Or so I thought...

 

Enter the dojo


When Cobra Kai made its appearance on Netflix a few years ago, I wasn't interested. People were posting and raving about it, but I just thought it would be dumb. A disappointment. After all, how could it imbue all the nostalgia and goodness from the original movie after so many other failed attempts? It didn't seem possible. And while Billy Zabka's amazing turn on How I Met Your Mother did pique my interest in him being able to mock himself, I confused Ralph Macchio with Scott Baio and refused to watch based on his political views. (Joanie would not love Chachi now).


But at some point, my curiosity got the best of me and I gave the series a go. And I loved it. Such a clever concept. Loved the character arcs. You totally could see how Daniel would become an uptight and repressed business man with a family and Johnny would be a struggling loser who never got his life together. That's how it works with bullies and their targets. Or at least in movies.


It was funny. The fighting was great. And it was nostalgic but also modern and current. I was hooked. It felt like they really put thought into honoring the film and the characters. It was believable. Not once in the first three seasons did I think, this doesn't seem like something this character would do.


I binged the first three seasons and then had to wait for the fourth to be released. And I was excited to watch. Season four was still good. Starting to get a little convoluted but it maintained integrity. Even bringing back a character from the second film. I do remember thinking that at some point we have to wrap this up. And as one friend said, "where are these kids' parents? They're always fighting!" LOL


But I was invested in the outcome. Until...

 

Jumping the dojo


Just like the infamous Happy Days episode, which is now credited for the term "jumping the shark" to indicate exactly when a show has lost integrity and is just stupid and should go off the air, season 5 and now season 6 are that with Cobra Kai. For 4 plus seasons the show felt honest to the characters. On brand.


And then something happened and it's like the writers decided to just do whatever they wanted. They forgot what the show is and who the characters are and abused the trust of the audience and assumed we'd just come along. But two painful and I mean painful episodes into season 6 and I'm done. I'm no longer invested in the characters or the show and frankly don't care how it wraps up. They lost me and they lost themselves.


One friend said, "This last season is a steaming pile of hot garbage. Pointless fight scenes breaking out in every episode. Terrible story. The characters becoming so unlikeable. Detroying Miyagi's legacy. Making Johnny a complete idiot. It's like 90210 with fight scenes." And while 90210 was way better than that comment, I get what he's saying.


Yes everyone is riding the money train. We get it. But you can do that and still care about story. About plot. About characters that meant so much to so many. And now have a whole new audience. We've seen this happen time and time again with beloved shows and films and brands. They think because they have fans that they can do whatever they want. But that fan base is invested for a reason. And if you eff around with the thing they love, they won't stand for it. And moreover they won't pay for it.


Brand loyalty and integrity is all you have. So you better do your damnedest to maintain it. And if you need help, reply to this email. I got you!

 

Ready to level up to a black belt role?


I'm partnering with CollabWORK to bring you some of the hottest jobs around. If you or someone you know is looking, feel free to share this newsletter with them.


VP/Creative Director, Betches Media, NYC (Hybrid): Betches Media is searching for a VP, Creative Director to develop the creative strategy and vision for Betches and our branded partners and fuel our desire to produce award-winning content. This role is a blend of ideation, execution, creative strategy, functional leadership, and hands-on production. The ideal candidate is a solutions-oriented leader with a focus on best-in-class creative work, who will deliver brand partnerships that connect storytelling with design while managing a team of marketing and branded content creatives. This role will report into Revenue Leadership. Full description and apply.


Creative Director, Philadelphia (on-site): 10+ years of experience as an advertising/marketing Creative Director (Art Director with killer design chops or Graphic Designer), or an Associate Creative Director (Art Director with killer design chops or Graphic Designer) who is ready for the next level in your career. Ad agency experience a bonus! Must have a killer online portfolio inclusive of big ideas, TV/video production experience and exceptional taste in design. Generate original ideas and set the bar on impeccable, tasteful design and art direction; Push teams to break home services category and graphic design molds, and shatter conventional thinking. Serve as a main creative contact for the internal brand team and CMO. Full description and apply.


Marketing Director, Baltimore, MD (on-site): Guided Search Partners is an Executive Search firm that is built on the principles of Trust, Transparency, Specialization, and True Long-term Relationships. Our goal is to provide the best experience for both our clients and candidates. We are partnered with a historic company in the Baltimore community. They are hiring a Director of Marketing. This role will lead the company's branding, go-to-market strategy, promotional campaigns, and overall marketing strategy. Full description and apply.


Sr. Product Marketing Manager, Zoominfo, Bethesda, MD (on-site): As the Senior Product Marketing Manager of ZoomInfo’s foundational data, you will play a crucial role in driving the adoption and expansion of ZoomInfo’s data products. Unlike other PMM roles at ZoomInfo, which focus on specific products or feature sets within a UI, this unique role will have you own and champion the data itself. In addition to supporting data updates and releases, you will craft compelling narratives around our data engine and key data initiatives, create and execute marketing strategies that highlight our data accuracy and coverage, and ensure the value of our data is effectively communicated across internal and external audiences. Full description and apply.


Physical Therapist, ATI, Chicago, IL (on-site): This location offers a $25,000 loan reimbursement. New Graduates and Experienced Clinicians are welcome to apply! ATI is the largest outpatient orthopedic physical therapy company under one brand, growing to over 900 locations in 24 states. We strive to preserve our friendly atmosphere with our innovative, vibrant, and team-based culture. Collaboration is at the heart of what we do, and it's guided by our National Outcomes Registry which has over 3 million patient cases to support our best practices for excellence in treatment as well as continually contributing to the body of research that supports the value of physical therapy in musculoskeletal healthcare. Whether you are new or returning or just familiar with our brand, we are excited to share the resources that support your personal and professional growth. Full description and apply.

 

Photo by Charlein Gracia on Unsplash

Comments


bottom of page