lifetime
The entertainment mogul didn’t like being squeezed. Especially by competitors he knew couldn’t hold a halogen lamp to his innovative Lifetime Studios in the legendary Kaufman Astoria lots. “Any game-changing ideas, Jan?”
“…totally turned this category upside down, and gave us the smart, sexy makeover that caught every producer’s eye, and brain.”
– Lifetime Studios
Exec Summary
Category Thinking: Production space is production space…
New Insight: A producer has to make a million-to-one shot happen. She has to make magic happen. How? Where? Aha! The “where” is how magic happens …. The “where” must offer something more, something intangible, beyond mere square footage.
New Position: Lifetime creates the magic (that produces the hits).
Result: Space-leasing rate up 20% with a new category-of-one awareness, respect, and brand value. Cool.
Full Case Study
Situation: Lifetime Studios needed to distinguish itself from other, better-known production studios located in Manhattan and Los Angeles.
Category Thinking: Production space is production space…
New Insight: The producer is looking for a production studio that delivers on more than square footage alone. More than the proximity to the hot restaurants and nightlife, but not unaccommodating to that desire. What is going through the producer’s head, and heart? What does this customer really want and need? What drives producers and directors emotionally? What might bond producers and their clients to Lifetime in a way that over-rides all other perks a competing studio might provide? A producer has to make a million-to-one shot happen. She has to make magic happen. How? Where? The “where” must offer something more, something intangible, beyond mere square footage.: Beyond location, space, technology, communications, and facilities, a producer needs to feel inspired about their choice of production studio. It had to feel right — be a creative place where a show on paper could find that magic chemistry and become a hit.
Solution: Be proud and true to yourself, Lifetime. Authentically communicate your brand essence: a legendary, inspirational heritage of magic chemistry in entertainment, and a facility that rivals NASA for technology. Marry the two and appeal to Lifetime’s prospects on two emotional levels: 1. Total confidence, technologically. 2. A magical place where success can happen.
New Position: Lifetime creates the magic (that produces the hits).
Result: Space-leasing rate up 20% with a new category-of-one awareness, respect, and brand value. Cool.
