ABSTRACT
A strong brand can mean the difference between a successful or failed guerrilla marketing and promotional campaign. The benefits of such an irresistible brand are considerable. In developing a brand identity, filmmakers are looking to project the best image possible of themselves and their films in the mind of their audience. Filmmakers brand should attract people into their social media circle and make them want to engage with filmmakers and their other friends and fans. Although not specifically about branding or how to make yourself irresistible to fans and audience members, Robert Caldini's book, Influence: The Psychology of Persuasion, offers several helpful insights: authority, social proof, reciprocity, commitment & consistency, scarcity, and liking. Whatever filmmakers' branding story, everything they do and every element that they incorporate into their brand image will either reinforce or contradict their brand message. For example many factors are used to create a particular experience across Disney's branded films and products.
