Marketing lessons from Casablanca

SHAKING THE TREE #77

ABOVE: Casablanca (From right) Ingrid Bergman, Humphrey Bogart, Paul Henreid, and Claude Rains in Casablanca (1942).Warner Brothers, Inc./The Museum of Modern Art Film Stills Archive, New York City. Image source.

If you think a black and white love story made over 80 years ago has nothing to offer us or the business world today, think again.

Released in 1942 and set against the backdrop of North Africa in World War II, Casablanca—the timeless classic that gave us so many great one-liners and a truly unforgettable song—is more than just a film: it's a masterclass in empathy, human emotion, and storytelling that’s as relevant to today’s marketing as the latest trends in AI.

While Rick Blaine, played by Humphrey Bogart, may not be selling washing machines or running social media campaigns, his character and the things he stands for (and the things he stands against) anchor the film solidly in the world of integrity and in doing so, the entire production offers today’s brands and marketers valuable lessons to ponder.

1. The power of emotional resonance:

Casablanca's enduring impact lies in its ability to tug at our heartstrings. Rick's struggle between love and sacrifice, between being the uncaring club owner on one hand and the hopeless romantic on the other, added to the desperation of refugees fleeing Nazi persecution, and the bittersweet optimism of "As Time Goes By—all this stuff resonates deeply with audiences, even today! Similarly, brands that tap into emotions and that connect with their audience on a deeply personal level will only ever create memories that last.

2. Storytelling that captivates:

Casablanca's narrative weaves intrigue, romance, and questions of morality into a tapestry that keeps viewers glued to the screen. The film masterfully employs, sidebars, flashbacks, humour, foreshadowing, and symbolism to tell a multi-layered, highly nuanced story that stays with you long after the credits roll. Likewise, brands that employ compelling storytelling techniques can captivate their audience and make their message memorable.

3. Building brand values:

Casablanca isn't just a movie; it's the embodiment of values like freedom, loyalty, duty, integrity, and sacrifice. These values are woven so powerfully into the narrative and character development—making them resonate with viewers—that it’s almost impossible at times to decipher who’s motives lie where. Similarly, brands that build their identities around strong personal and social values and that consistently communicate the same them through their actions and messaging can foster trust and loyalty with their customers.

4. The power of scarcity and exclusivity:

Throughout the film, Rick's famous letters of transit become a symbol of hope and escape. Their limited availability creates a sense of scarcity and urgency that drives the plot forward. This concept can be applied to marketing through limited-edition products, exclusive offers and experiences, or early access to promotions, creating a sense of desire and driving customer engagement.

5. The art of adaptation:

Casablanca was originally conceived as a much different film, but faced production delays and script changes. The ability to adapt and be flexible in the face of challenges is crucial for any marketer. Just as Rick adapts his plans to help Victor and Ilsa, brands must be willing to adapt their strategies and campaigns based on market trends and audience feedback.

6. The importance of authenticity:

Despite its Hollywood setting, Casablanca's characters and situations feel as real and as relatable as it’s possible to get. The tears and the raw emotion in the scene in the bar where the French and the Nazis try to out-sing each other wasn’t acting: many of the film’s extras had fled occupied Europe and several of them still had family members in harm’s way. This authenticity is key to the film's success. Similarly, brands that avoid being overly polished or disingenuous and instead present themselves with genuine transparency and personality are more likely to connect with their audience.

7. Leverage celebrity and influencer power:

The film's star-studded cast, featuring Humphrey Bogart, Ingrid Bergman, and Conrad Veidt, contributed significantly to its popularity. Similarly, brands can partner with relevant celebrities or influencers to connect with their target audience and amplify their message.

8. The power of nostalgia and cultural relevance:

Casablanca taps into the nostalgia of wartime memories and the allure of exotic locales like Morocco. Brands can utilize nostalgia and cultural relevancy in their marketing strategies to evoke positive emotions and connect with specific demographics.

9. Music as a branding tool:

The iconic song "As Time Goes By" is inextricably linked to Casablanca and sets the mood for the film's romance and intrigue. Brands can leverage music, jingles, or audio branding to create a signature sonic identity and enhance brand recognition.

10. Memorable quotes and slogans:

Lines like "Here's looking at you, kid" and "Of all the gin joints in all the towns in all the world, she walks into mine" have become pop culture staples. Brands can create catchy slogans or taglines that resonate with their audience and become part of the cultural zeitgeist.

11. The importance of customer service:

Rick's Café is known for its welcoming atmosphere and excellent service, even under the pressures of wartime. Brands should prioritize customer service and create a positive experience for their customers to foster loyalty and positive word-of-mouth marketing.

12. Adapt to changing times:

While originally considered a "B-movie," Casablanca's themes and storytelling resonated with audiences during and after World War II. Brands must be adaptable and adjust their messaging and strategies to align with evolving cultural trends and customer preferences.

13. Embrace the unexpected:

Casablanca's production was full of unexpected changes and challenges, yet it resulted in a timeless masterpiece. Brands should be open to experimentation and embrace the unexpected, turning challenges into opportunities for innovation and growth.

14. Create conversation starters:

Casablanca sparks discussions about love, sacrifice, and the complexities of war. Brands can create content or campaigns that provoke conversations and engage their audience on a deeper level, strengthening their connection and promoting brand recall.

The lasting beauty of Casablanca lies in its endless layers of meaning and its ability to inspire new interpretations.

The more we look for these kinds of connections, the more open we become to them. Keep looking for more marketing gems within the film, and let it continue to fuel your creative marketing endeavors!

Casablanca's enduring legacy teaches us valuable lessons about marketing that go beyond the silver screen.

By understanding the power of emotional connection, storytelling, and brand values, marketers can create campaigns that resonate with their audience and build lasting relationships. So, the next time you watch Casablanca, pay attention not just to the love story, but also to the marketing magic woven into its every frame.

Casablanca is a treasure trove of marketing wisdom waiting to be unearthed.

So, do yourself a favour: grab your martini, settle in for a rewatch, and see what marketing lessons you can learn from this timeless classic.

As always, thanks for reading.

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P.S. Next time on Shaking the Tree … Brand refresh vs total rebrand.