Entertain or Die: How to Build an Entertainment Powerhouse

Brand Lore

• Brand lore is about evolving from brand guidelines to a brand universe.


• Duolingo's Duo the Owl exemplifies this by becoming an internet celebrity, unlike Tony the Tiger, who remains just a mascot on a box.


• The key is turning a brand asset into a relatable brand character.


• Duolingo succeeds by mining comment sections to create storylines ba

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Brand Lore

• Brand lore helps brands evolve from simple guidelines to immersive universes.


• A prime example is Duolingo's owl, Duo, who transcended being a mere mascot to become an internet celebrity by building law around the character.


• Unlike Tony the Tiger, who remains static on the Frosties box, Duo has evolved into a relatable and interactive char

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Duolingo's Super Bowl Steal

• Brands spend millions on Super Bowl ads, but Duolingo stole 84% of the conversation the next day.


• They achieved this by humorously 'killing their green owl with a test of the truck'.


• Dan Salkey uses this to illustrate that a small, clever social media moment can overshadow huge marketing investments.


• Memory is fleeting in

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