By now you’ve likely seen The Secret, that ambitious 90-minute info-tainment flick delivering a high-concept, high-energy overview of The Law of Attraction.*

I’m a fan of the movie and of creator Rhonda Byrne’s overall spunk and vision. I’m also a fan of their forward-thinking branding and content initiatives. A few of the highlights include:

• The fact that they made the movie available as a $5 download without a bunch of obnoxious hard up-selling, so cost has never been a barrier to getting the idea out to the masses on an international level. (BTW, the pink-spoon sampling approach has been integral to their overall sales success!)
• A robust and generous website that lets enthusiasts and knowledge seekers get into the story and spirit of it all, with membership areas, printable pdfs, visualization tools, and simple idea-enhancers, like this printable check from the universe.
• Consistent brand voice, energy, content quality, and visual integrity through and through. Not an easy endeavor, but wildly important for world domination.

The Secret is the fearless thrust of a bold idea into the ether — inspired by insight, stories, and optimistic thought leaders — built on the premise of 1000s of years of the world’s most enduring people and legends.

What’s more, the peeps behind The Secret haven taken this bold idea and leveraged today’s tools of technology (not to mention, TALENT POOL!) in fun, creative ways so their message gets out to as many people as possible.

Sure, they’re making a bunch of money, but the MESSAGE reigns supreme. That’s what makes it so very successful.  

An “A-Ha Yourself!” success story if there ever was one.

*A few people I’ve spoken with have read the book instead, but I think the movie is far more effective and efficient, quite frankly. It’s sleek, visual, captivating, and gets the concepts out through a diverse gathering of talking heads, from quantum physicists to authors to passionate idea evangelists. The book loses the multimedia wallop. The information’s there, but you don’t digest it the same way. I’m sure it’s a fine companion piece to the movie, but if you have to choose between either the movie OR the book, go with the movie, ok?

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Posted in Brand Funk, How do you "A-Ha Yourself"? |

This entry was posted on Tuesday, July 3rd, 2007 at 11:36 am and is filed under Brand Funk, How do you "A-Ha Yourself"?. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.