Notorious Hype

"The motion picture event of a lifetime." That's an actual line from the TV trailer hyping the new Biggie movie, Notorious. Really? Event of a lifetime? Maybe I just don't get it because I'm not the target audience. Regardless, it smacks of something that takes itself way too seriously. Biggie is an east-coast legend, no doubt -- but this movie is an "event of a lifetime?" Reminds me of brands that take themselves way too seriously. They beat their chests and shove what they want you to know about them down your throat. They don't listen, they tell. They don't care what's important to you, just what's important to them. They know what you need because they're much smarter than you.

They're kinda like that loud guy who sits at the end of Sonny's bar and thinks everyone wants to hear his clever cell phone conversation. He's pretty sure that everyone wants to know what's important to him too. Successful brands are typically pretty humble -- likeable -- and they connect with people on an emotional level. They focus on you. They're here for the long-term because they listen to you and change with your wants & needs. What brands do you think take themselves way too seriously?