· Paramount hired a hot young director to take the helm of its new Star Trek film, and selected all fresh faces to play the rookie Enterprise crew. Its oft-repeated mission statement: “Not your father’s Star Trek.” Lesson: Market to the future, not the past.
· At US$165 million, the new film is the priciest in the series, with bigger ships, brassy new music and awe-inspiring special effects. Consumers today want more spectacle and more value for their hard-earned latinum. Lesson: Invest for relaunch success.
· To show its respect for hard-core Trekkers, the new film includes the original Spock (Leonard Nimoy) and familiar lines from the classic characters (“I’m a doctor, not a physicist!”). Everyone in the theatre goes home happy. Lesson: Leave no customer behind.
· For Trek’s reboot, Paramount chose a small group of promotional partners willing to create big impact. Verizon Wireless and Burger King shot commercials on the movie set, while Tony the Tiger demonstrates the Vulcan hand sign in Kellogg’s print ads. Intel’s “BoldlyGo” website implies that its chips run Starfleet. Lesson: Leverage product launches by involving partners.
· After being pronounced dead — if not radioactive — many times (try 1968, 1969, 1974, 1979, 1987 and 2005), Star Trek is cool again. The logical conclusion is that any out-of-favour product can be rehabilitated, given appropriate retooling and dynamic marketing. Lesson: Seek out new life for old products by boldly updating your brands.