Sierra Mist to Starry: When Branding Goes Sideways

Sierra Mist to Starry and other branding cautionary tales. On this episode of The NerdBrand Podcast has announced an exciting pivot back to its original roots with episode 250, focusing on branding within nerd culture. This strategic shift reconnects with the podcast’s 2017 origins, when it explored how movies, television, video games, and even wrestling branded and marketed themselves before NerdBrand evolved into an agency.

The announcement comes at an interesting time in pop culture, as Marvel and DC continue their box office rivalry. The podcast highlighted the historic difference between Thor: Ragnarok and Batman v Superman as a case study in marketing efficiency. While Batman v Superman reportedly cost approximately $500 million to produce and another $200 million to market, Ragnarok was made for roughly $200 million with a comparatively tiny marketing budget of about $25 million.

Despite the disparity in marketing dollars, Marvel’s brand recognition helped Ragnarok significantly outperform at the box office, demonstrating the power of established brand equity in the entertainment industry.

Marketing Decisions

Recent marketing decisions in the Marvel universe were also examined, specifically the controversial choice to reveal that the Thunderbolts were actually the “New Avengers” shortly after the film’s release. This marketing strategy was questioned for potentially spoiling a major reveal that could have been better leveraged at a later event. The discussion expanded to critique modern movie trailers that often reveal too much of the plot, diminishing the theatrical experience. The podcast suggested that showing “all the good stuff” to entice viewers might actually backfire by setting unrealistic expectations for films.

Trademark and Copyright Issues

Trademark issues represent another significant challenge for entertainment brands. The podcast noted current complications with DC’s Superman property, where copyright ownership in international markets like the United Kingdom could potentially prevent distribution in those territories. UPDATE: It’s been dismissed as of April. This situation highlights the enormous financial implications of intellectual property rights, potentially costing studios hundreds of millions in lost revenue.

The business side of filmmaking was emphasized as a critical component often overlooked by audiences – the complex ecosystem involving hundreds of professionals from directors and actors to grips, lighting technicians, makeup artists, set builders, production designers, writers, and camera operators.

Branding Cautionary Tale

Perhaps the most illustrative branding cautionary tale discussed was Pepsi’s Sierra Mist rebranding to “Starry.” This change reportedly came after conflicts with an OnlyFans creator who had trademarked the Sierra Mist name. This expensive and unplanned rebrand demonstrates why preliminary brand consulting is essential – to avoid the significant costs and market confusion of having to change course after establishing an identity. As the podcast concluded, “Pretty is easy, smart is hard” – emphasizing that effective branding requires strategic foresight to navigate potential controversies and trademark issues before they become expensive problems.