Netflix. The brand dome.

Netflix is a US company founded in 1997 that offers rental of DVDs and video games via the internet … ??? For real? Oh well, we omit.
Then from 2008 also it offers an online streaming service on-demand. Ok now we’re here, I know what we’re talking about.
Netflix brand is really well done, because studied exactly to perform its function, which is basically that of a recommendation of the products sold inside. What means?
It means that Netflix as a brand is like a dome, a safety or a protection if you prefer, which reassures the customer on everything that exists under it, is a product of certified quality.
It is a type of brand that is often seen and which has as a characteristic the fact of having under it other types of brands, generally it comes to the brands of product or service, but there are exceptions. Let’s make some examples that we can all understand.
Apple is a brand that has under its dome other brands. For example, the iPhone, the iPad, but already the iPod was, not to mention the Macintosh that is even a kind of brand dome itself, all these are already brands in themselves, which are corroborated quality by the brand dome.
Historians brands dome are among those of the automakers, which brandizzano, usually, every car, which becomes a brand (this is true at least for the best), which are then under the brand dome that is to the manufacturer. The culmination of this process has been mainly in the American cars of the ’50s and’ 70s, today is a bit ‘less but still exists.

Netflix. From being a technology brand at being a contents brand.

We can then see how Netflix is a brand aesthetically very simple, clean, direct and with a strong impact, a mix that can support and, at the same time, leave the right space to other brands of “The Netlfix Family” that are movies and above the TV series.
The TV series is actually one of the best branded products in recent years. In fact we can see that every television series has a brand labeled with an identity that is different from everything else that we can find in the television landscape.
This was a trend astounding, since the identity of the series, the mantra of its brand in some cases has come to dictate plots, clothes and environments. Trend that is seen around the world of the TV series, not only those of Netflix, but the best thing for the brand Netflix was riding excellently the self-production of the series, doing work high quality and very successful, as with Narcos, Penny Dreadfull or Orange Is The New Black, demonstrating directly through its products the value of the brand Netflix.
In fact, through the self-production, Netflix has managed to go from to be a platform and re-seller of video products at to be a real curator of the artistic aspect of the product, which makes it move from being a brand of a company whose value is calculated on the technical capacity its components to being a brand with an identity whose value depends mainly by the affiliation and loyalty of the people as well as its reputation, exponentially increasing its value.

In fact this is the biggest difference between Netflix and other television providers. The added value of its brand identity, the fact that Netflix does just cool stuff. His series have become a must, are trendy, the characters are cool, ruthless, current, intriguing, the graphics and colors are studied in detail to be always faithful to the brand of the series, making it a high quality product. Besides all this, the ability to use it on-demand from the smartphone also makes it ultra cool.
But we must admit that there were also others producers of series, mini-series or TV movie successful and able to manage and to propose an on-demand service on mobile devices. The main one is surely Sky, a brand that lives halfway between the new and the old television that is based mostly on entertainment programs and sports. Besides this it also produced excellent TV series, but having in his palmares also dozens of other types of products, from the television news to all the service provider channels like Fox, Discovery etc … turns out to be a brand of a provider of high-quality, perhaps the best, but different from what is Netflix.
Netflix fact owes its success not so much to the service of providing, but we say that the ease with which they can make available the on-demand service has been the trigger to try the novelty for many new customers, the more addicted by new technologies while the real value of the brand was driven precisely by branding the series and consequently by the brand Netflix, that has become a symbol of “cool stuff in streaming on-demand”.
The brand Netflix in fact is not designed to be the typical brand of a provider or technology company, which generally are gray, black or white, in a few case blue, never three-dimensional and possibly ton-on-ton with the product, sign of their willingness to reflect their attention to be seriously focused on the technical aspect of the technology where they want to excel without worries of another kind. Netflix instead is colored red and black, is three-dimensional and irrepressible, it means that for them it is not important only the technology itself, but how cool this may be, and this differentiates them on all the panorama.