Netflix "One Story Away"

I’m not sure we know about much about the Netflix brand itself. Sure, it’s become vital to our coping with the pandemic and all the hardship that it has brought to our lives. We escape, we relax, we unwind … all of the above as soon as we click on a Netflix show, series, or movie. Almost every night, at least for me anyway. I’ve never watched this much “tv” in my life!

But we don’t hear much from the Netflix brand itself very often, do we? Maybe it’s because the brand lets the entertainment and its content stand for itself. Maybe the value of the entertainment content is the brand?!?

Or as Netflix now says in its new brand video, it’s “the story…”

The brand has captured the sentiment so well. With Netflix, we are “one story away” from not only escaping, relaxing, unwinding, and ultimately coping, but we are also one story away from opening our minds and our hearts. And imagining what it’s like for others.

That’s pretty valuable, especially right now. “One story away.”

“Sure, there’s a lot that you may not know but that’s exactly what makes a story worth watching.”

IMHO this is great branding. If you are able to express the true value that you bring to people’s lives, and it makes unique sense, then you’ve got the makings of a great brand. I’m thrilled to see Netflix as a brand come to life, in addition to its entertainment content. Because of its entertainment content.

What’s your experience? JIM

PS - My students in my NYU class last night said that it feels a bit “Nike-esque.” Maybe. Perhaps because it pulls at the emotional heartstrings and makes you want to relate. Like Nike. But different and uniquely Netflix for me anyway.