We’ve entered the glamorous arena of the 2024 Golden Globe Awards, and my crystal ball foretells that Barbie, led by the formidable Margot Robbie, and Oppenheimer will emerge as frontrunners in film victories. In the TV domain, Succession, supported by an impressive nine nominations, including one for the talented Aussie actress Sarah Snook, is poised for parallel success. However, amidst this speculation, I unequivocally declare the biggest winner of the evening to be the resilient Golden Globe Awards brand itself.
We all remember when the Golden Globe Awards were in trouble. After years of controversy and allegations, from racial biases to accusations of bribery, the ceremony faced a barrage of challenges that led to its restructuring and a change in broadcasters. The ceremony faced boycotts and held a private event in 2022. The brand didn’t quite bounce back in 2023 either. But this year, the Golden Globe Awards proved its resilience and delivered a celebration of excellence and diversity.
I believe there are a few lessons here for leaders.
Firstly, embracing diversity is crucial for brands to connect with a wider range of audiences—I’ve said it before, and I’ll say it again—embracing diversity is not just a virtue; it’s a necessity. According to recent data, 57% of consumers show greater loyalty towards brands that actively address social inequities. To resonate with tomorrow’s audiences, brands must declare their commitment to fairness in every facet of their existence.
The Golden Globe Awards’ ability to shape-shift is another nugget of wisdom for brand leaders. In a world that’s constantly evolving, sticking to the status quo is a surefire path to irrelevance. This brand opted for reinvention, addressing its issues head-on and adapting strategies accordingly. Brands, please take note: growth is not just a choice but a survival instinct.
And amidst all this important talk, let’s not forget about the importance of fun. Despite the challenges, the Golden Globe Awards has retained its reputation as a fun and irreverent awards show. By injecting a sense of entertainment into brand experiences, brands can leave a lasting impression on their audience. Studies show that 78% of consumers believe brands should entertain them, and 64% are more likely to remember a brand that makes them laugh. However, 95% of leaders are afraid to use humor with their audiences. Which begs the question… What are you afraid of?
I’ve said this before, and I’ll say it again, staying relevant and connected is also crucial for brands to succeed. The Golden Globe Awards’ success relies on its ability to stay connected to the entertainment industry and its audience. Similarly, I believe brand leaders should strive to stay connected to their target audience by keeping your finger on the pulse and adapting your strategies accordingly.
The Golden Globes has embraced streaming platforms, adapting its categories to include content from Netflix, Amazon Prime, and Hulu, recognizing the evolving landscape of the entertainment industry. Additionally, the awards show reflects current trends and addresses social issues by recognizing and honoring content that tackles topics such as racial inequality, gender representation, and LGBTQ+ rights. Furthermore, the Golden Globes actively engages with audiences on social media, providing behind-the-scenes content, live updates, and interactive experiences to connect with viewers in real-time, encouraging participation and conversation around the event. This strategic use of social media helps the Golden Globes stay connected to the cultural zeitgeist and maintain a direct line of communication with their audience.
A staggering 72% of audiences assert that external factors, such as inflation, social movements, and climate change, are exerting a greater impact on their lives than in the past. Amid this persistent upheaval, individuals are reassessing their priorities: 61% of consumers state that their values are constantly changing due to the ongoing global circumstances. Consequently, the manner in which they engage with brands is also evolving, and demands an ongoing transformation in how brands continue to engage their audiences.
So, congratulations to all the winners, but my biggest congratulations go to the Golden Globe Awards and its visionary leadership team—a salute to President Helen Hoehne, Executive Vice President Tim Gray, Vice President for Operations and Business Development Kari DiNardo, and the entire team at the brand. Reinvention is no walk in the park, but they’ve shown us the ropes. Now it’s time for other brands to raise the stakes. Let’s revel in excellence and diversity, and for heaven’s sake, let’s have some fun while doing it!
And let’s not forget the lessons from my book The Kim Kardashian Principle, which emphasizes the importance of leveraging one’s unique vibes to build a successful brand. The Golden Globe Awards’ swaggering reinvention and triumph scream out loud—proof that branding isn’t just a game; it’s a powerhouse move, flexing the muscles to adapt and thrive in this ever-shifting landscape.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)