The Power of Brand Recognition and Overcoming Discrimination in "Zootopia"

The Power of Brand Recognition and Overcoming Discrimination in "Zootopia"

In today's competitive market, only the brands that can be remembered first will survive. This concept, known as the "evoked set," refers to a subset of brands that consumers are aware of and consider purchasing. The difference between the "processed set" and the "unprocessed set" lies in how well they are known. The evoked set, on the other hand, is a collection of brands that consumers are familiar with, have some understanding of their product features, and consider purchasing. The rejected set, on the other hand, consists of brands that are known and have some understanding of their product features but are deemed undesirable for purchase.

Brand equity, which represents the value of a brand, is determined by the combination of brand awareness, brand association, perceived quality, brand loyalty, and other assets. When consumers consider their options, they typically evaluate brands in the order they are evoked (1st, 2nd, 3rd). Being the first choice means being the brand that comes to mind immediately.

The Double Jeopardy law states that brands with high market share also have a larger customer base, and these customers exhibit both behavioral and attitudinal loyalty. This law highlights the importance of maintaining a strong market presence to attract and retain loyal customers.

ZMOT (Zero Moment of Truth) is a concept introduced by Google in 2011, revealing that consumers have already made up their minds about purchasing a brand in about 70-80% of cases before even going to the store. To be included in the evoked set and to remain in it, what is necessary? I believe it is frequency of contact. By identifying fan influencers from existing customers (fans) in TMOT, building a long-term relationship of trust (relation) without relying on rewards and contracts, and continuously generating high-quality word-of-mouth in ZMOT, brands can enter and stay in the evoked set.

Now, let's shift our focus to the production history of the movie "Zootopia" and its theme of discrimination. John Lasseter, a self-proclaimed lover of Disney animations featuring animals that talk, walk on two legs, and wear human clothes, had not seen a Disney movie that completely satisfied these criteria since the remake of "Winnie the Pooh" in 2005. Lasseter made his comeback to Disney in 2006, and since then, the concept of "Lasseter's talking animals" had been nonexistent.

"Zootopia" credits three directors: Byron Howard, Rich Moore, and co-director Jared Bush. In the world of animation films, it is not uncommon for more than two individuals to take on the role of director. However, it is undeniable that creative director John Lasseter held significant influence. Conducting extensive research, Lasseter discovered an interesting ratio that 90% of mammals are prey and 10% are predators. He realized that this could serve as a foundation for diverse stories revolving around the dynamics of majority and minority relationships.

With the voice actors and staff assigned, "Zootopia" became an unstoppable force by the fall of 2014. The film was scheduled for release in March 2016, and there was no room for delay. However, in November 2013, someone stepped in to halt the momentum. During a screening with Pixar staff, Andrew Stanton expressed his dissatisfaction with the world depicted in the film, particularly the treatment of the character Nick. He believed that the audience sees the entire world through Nick's perspective and questioned why anyone would want to live in a world that made Nick's life difficult.

Stanton's comment caused a stir, but it also led to a moment of reflection within the studio. Moore added that working in a studio requires everyone to stop what they are doing and serve the upcoming film in line, just like in a total war scenario. It was clear that the team needed to address the concerns raised and ensure that the film portrayed a world that was not only entertaining but also inclusive and fair.

In conclusion, to become the brand that consumers remember first and enter the evoked set, maintaining frequency of contact is crucial. This can be achieved by nurturing fan influencers and building long-term relationships to generate high-quality word-of-mouth. Additionally, addressing social issues such as discrimination, as depicted in "Zootopia," can create a strong impact and resonate with audiences. By connecting common themes of brand recognition and overcoming discrimination, brands can establish a lasting presence and capture the hearts of consumers.

Actionable Advice:

• 1. Focus on building and maintaining a strong market presence to attract and retain loyal customers.

• 2. Identify and nurture fan influencers to generate high-quality word-of-mouth.

• 3. Address social issues and create impactful narratives to resonate with audiences.