Quote of the Day: Getting people to follow ~ Brand Mix

Tuesday, February 24, 2009

Quote of the Day: Getting people to follow

Photo: Enzo Molinari (Flickr)

Is this going to be a thing? I don't know. But, like last week, I have a quote from an interview on NPR's Fresh Air (which I don't even listen to that often).

This time it's Philip Seymour Hoffman, Oscar-nominated for Best Supporting Actor for his performance in Doubt. (He lost but, in attending the event in a beanie hat, developed a new fan base.) In this part of the interview, he's talking about his preparation for Capote, the movie where he did win an Oscar.

He's explaining the challenge he faced with Truman Capote's voice because it was so different from his own. He knew he didn't have to have a perfect impersonation but that he had to get close enough to get people to follow or buy in to his performance. Transcribed as accurately as I can:

"I just started training in a way--to get as close as I could a sense of his behavior, you know, because all you've got to do is really get close enough--to get a sense of something and the people, if they get a sense of something and that there is real acting going on, they'll give over--they want to give over because what they are watching is true. The impersonation is really not interesting anymore. It's really about your belief in the circumstances of this character and what they are going through and that you buy that story and that character's journey. As long as what you are doing is honest. So that was just me doing the best I could to facilitate that transfer of belief, that leap of faith for everybody in the audience."
So, last week, Joss Whedon was saying that the essence of art was to create something that has the ability to touch everybody but does it differently for every person. And this week, Hoffman talks about doing just enough to let people make a leap of faith and "give over." I feel I'm just this close to connecting these thoughts together, linking them to branding and saying something profound. But not quite. Any helpers?


Richard Band said...

Seems like what Josh Whedon is talking about is customization or feeling a sense of personal ownership of a brand (Nike, Starbucks, ipod) and what Hoffman is talking about is belief in a brand's authenticity. Maybe the most powerful brands have a bit of both.

Remy Allis said...

I also believe they are both speaking of escapism. Letting go of your world and joining theirs - seeing their perspective through their art, voice ... eyes. Especially potent in disorienting times and something brands can leverage.

Martin Bishop said...

Thanks for the help! Both interesting comments.

Also got a good comment via Landor.com from Kevin Jasmin who said: " "Effective branding is providing just enough symbolism, just enough experience, just enough information and just enough support to allow an audience to personalize, and consistently draw upon a conclusion that is deep in meaning and relevance."

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