In Spike Jonze new film “Her” in which a man falls in love with his operating system, there is a wonderful example of the power and influence of branding.
Having seen the trailer, I immediately put the movie into the “goofy, not going to see it” category, yet there was something familiar and alluring about the voice of the operating system. It wasn’t until the reviews started rolling in that I found out it was Scarlett Johansson’s voice. Hmmm.
Manohla Dargis wrote in The New York Times today “It’s crucial that each time you hear Ms. Johansson in Her, you can’t help but flash on her lush physicality, which helps fill in Samantha (OS) and give this ghostlike presence a vibrant, palpable form.” It is this muscle memory associated with Scarlett Johansson’s voice – this Pablovian response — that smart brands attempt to build. The frosty Coke bottle image on a hot day. The sweet pillowy taste and texture of a Krispie Kreme donut. The olfactory-palooza of a Peter Luger porterhouse.
When you have a brand plan, complete with promise and support planks, the casting becomes easy. Rich. And powerful. Peace.