Remedies: Barbie, the Kardashians, and Quarterback | by Helen Fu Thomas

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Imperfection Resonates with Audience

Barbie is about to break the mode and humanize perfect plastic dolls by putting them through unexpected journeys. A PG-13 summer comedy directed by Greta Gerwig, Barbie was praised for its originality, feminist themes, and unique perspective. It boldly challenged the male-dominated bottom-line-driven corporate boardroom while, in reality, the franchise made over 100 Over 100 brand deals established, including partnerships with various products, from gaming consoles to clothing, hotels, and more. The Barbie brand’s appeal spans multiple generations, providing marketers with a powerful opportunity to attract customers of all ages and stay culturally relevant. The film’s ability to captivate both domestic and international audiences showcased its global appeal and its potential to cross the billion-dollar milestone.

The Kardashians purposely put forward their vulnerability with tears through drama and fears of health, relationship, and work issues to engage their fans emotionally.

The highly curated version of Patrick Mahomes we see in Quarterback almost symbolizes the perfection of Barbie. He’s a father and team leader, has a dog, throws footballs well, and wins the Super Bowl. He does talk shit when he has to. The series’ storytelling grows inversely complex with each player’s skill level. Cousins seems more compelling as an aging, middle-of-the-road quarterback clinging to a leadership role. And Mariota — the soft-spoken former Heisman Trophy winner — has the most at stake. We learn the most about NFL life by seeing Mariota win, lose, fight, cheer, and remain the utmost professional throughout a tornado of a season.

Content Builds the Franchise and Brand Loyalty

The bold storytelling and blockbuster success of the Barbie movie makes the 64-year-old doll relevant today and captures the broad audience’s imagination beyond the toy business. The sky’s the limit for the brand as it builds upon splendidly executed scenes and characters.

Kim Kardashian models her own fashion brand Skims. It first offered underwear and shapewear but expanded into loungewear, swimwear, tees, and dresses. Its latest round of funding in January 2022 valued the brand, which is privately held, at $3.2 billion, double what it had been valued just nine months prior. (That’s $2 billion higher than either her sister’s Kylie Cosmetics or 2000s-era shapewear icon Spanx ever climbed.)

https://time.com/collection/time100-companies-2023/

Per Netflix, Quarterback was the sixth-most popular show on the streaming service for the week of July 10–16, with 3,300,000 views and 21,400,000 hours watched. The series outlines the highs and lows of all three players on the field, including Mahomes’ Super Bowl run, Cousins gutting through injury amid an NFC North-winning season, and Mariota getting benched late in the season for Desmond Ridder. It also shows all their wives behind the scenes. Notable shots include Mahomes and his wife, Brittany and Mariota and his wife, Kiyomi Cook, getting ready to welcome the birth of their children. It also shows some humorous moments, including Cousins admitting that he lets his wife, Julie, choose his clothes. Such storytelling draws a broader audience to the NFL offseason, which leads to seasonal ticket sales, broadcast viewership, and advertising revenues.