Monday, July 6, 2015

Prediction: Minions Brand Will Spike…Then Spiral

I have a prediction.  In the short-term, the brand surrounding the Minions will spike, but in the long-term, it will drop…quickly and to great depths.  It will become a fad that will become laughable.

It doesn’t have to be this way, but it will be.  However, ultimately, this new Movie “Minions” will kill the brand.  That’s my prediction!

Trailer: New Movie: Minions (Prequel to Despicable Me)

As I write this today, the Minions have an AWESOME brand.

Unless you’ve been living underneath a rock, you’ve heard of those adorable Minion creatures.  Heck, even if you DO live underneath a rock, you’ve probably heard of them…and most likely seen something with them in it.

Those adorable tiny yellow Minions were introduced to us via a couple of hit movies: “Despicable Me” and its sequel “Despicable Me 2.”

Those movies were great, and they’ve done a lot for the Minions brand.

Still, I predict that their brand will plummet, but it doesn’t have to be this way.

Why We Like Minions Today

First, let’s take a look at why the Minions are adored by so many people, no matter their age.

If you’re unfamiliar with the Despicable Me movie series, you can watch the trailers for each of them below here:

Trailer: Despicable Me

Trailer: Despicable Me 2

Notice how cute those little yellow Minions are?

What makes them so cute?

Well, they’re little and adorable, but that’s not all.  They’re stupid!  So many of us LOVE to watch stupid things. When we watch is packaged in the form of an adorable bunch of yellow creatures doing those stupid things, we can’t help but “fall in love.”

They work, because they feed off their master villainous boss, Gru, and they form a relationship with those nothing-like-Gru children from the orphanage.

I liken this to Beavis and Butthead.

Beavis and Butthead episodes are funny…for a minute or two.  Then they get stale really quickly.

Why?  Well…they’re stupid.

Stupid only works as an entertainment value when it’s paired with someone or something more intelligent.

That’s why the movie “Beavis and Butthead Do America” was actually a good movie.  (If you never saw it, you actually should…skip the episodes, but watch the movie.)  These dumb kids were contrasting with all sorts of other more complex characters, and it was hilarious…yet also interesting enough to hold my attention for 90 minutes or so.

The Minions are adorable…and mostly dumb.  That’s why they’re funny, but that’s why, by themselves, are likely to only hold long-term appeal to simple-minded children.  (Not all children are simple-minded!)

The movie that FEATURES them will likely be complex enough to continue endearing adults alike…unless this new movie ALSO does a good job of weaving other characters.

Sandra Bullock is in it.  So that might be a good sign.

So my real prediction is that the Minions brand will spike after the movie…and then nosedive…UNLESS this movie does a good job of weaving other more complex characters.

So maybe Ms. Bullock can save the Minions brand.

Let’s hope so, because they sure are adorable today.  Otherwise, we’ll be laughing at those stupid little obnoxious yellow banana-loving senseless screamers a few years from now.

I hope that you'll be laughing at my prediction, instead.

The moral of the story is…if you have a great brand, you need to make sure you understand WHY it’s a good brand.  Don’t abuse it by throwing it around as many places as you can…just because it seems like it’s paying well today.

Develop your brand…and protect that brand.  Most of all, don’t abuse it.  Know why it’s successful.

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