A few days ago I watched a movie called State of Play, a very entertaining and interesting movie. Watch it, if you haven’t already.
Russell Crow is one the stars in the movie, along with Ben Affleck, Helen Mirren and Jason Bateman. Russell Crow is playing Cal McAffrey, an old-school newspaper journalist investigating a breakthrough news story.
Russell Crow drives around in his old SAAB. It looks really old, and inside, it’s obvious that it hasn’t been vacumed or cleaned in a while. It’s packed with old papers and various trash.
What happened after I watched the movie?
My wife and I have been talking about buying a new car, we’ve been discussing this for a while. Now, I just want an old SAAB, yes, suddenly I didn’t want a brand new car anymore.
If you do it right, old stuff becomes cool.
One cool person is sometimes all it takes. Old stuff, not-so-cool stuff, close to everything can turn into new, trendy and cool.
Create a new story
All you need is a new story. Who drives a really old SAAB? Cool journalists do, therefore, now, when I picture an old SAAB I think of Russell Crow and how he looked driving one, and not the old man living next door to me.
Marketing is all about storytelling, every product has it’s own story. Every once in a while, it’s time to change the story.