With C-suite leaders from iconic brands keynoting sessions, leading workshops and attending networking events, Brandweek is the place to be for marketing innovation and problem-solving. Register to attend September 23–26 in Phoenix, Arizona.
Since its inception, Netflix has been a challenger brand. A born innovator, creating beyond convention.
Equal parts cultural capital, content development, and category expansion, Netflix sets itself apart as a brand keenly aware of its value proposition. While its actual product may be streaming, its core product is entertainment. What happens off the screen is just as important as what happens on the screen; the brand is meeting people where they are by bringing fans closer to the characters and worlds they love is always at the top of the queue.
From comedy festivals to retail pop-ups, Netflix has spent years cultivating the right mix of brand extensions. Next up? Netflix House. It’s 100,000 square feet of your favorite shows and movies brought to life through immersive and interactive experiences, dining, and merchandise, making it the ultimate fan haven.
Netflix is about to give an entirely new set of competitors in the themed entertainment space a run for their money. It’s a brand-building combination of a flywheel strategy, innovation, and a different lens on competition. Netflix House is more than a marketing move—it’s a strategic investment that gives a clear picture of the blueprint for brand growth: knowing who you’re building for, what you’re building toward, and the competition you’re up against.
Putting consumers and culture at the forefront
If content is king, then culture is its kingdom. Accelerating the flywheel only happens if the kingdom’s infrastructure is built on a rich offscreen ecosystem. Every touchpoint designed to attract, engage, and delight the audience needs to answer these questions: How does this fuel fandom? And how can it deliver in a way that’s unique to Netflix?
Netflix has focused its growth on experiential as the most immersive way for fans to enjoy entertainment as a participant, not a viewer. Until now, fans’ experiences have been successful, but ephemeral. But Netflix House, a permanent installation with rotating experiences, is a destination designed to hold literal space for fans year-round, with on-demand access to dive into the stories they love.