Succession, the TV Drama that won 13 Emmys, was all over the internet last year. But as a discerning viewer, I honestly couldn’t wrap my head around why. From the first to the very last episode, I questioned its artistic merit. For me, it seemed like a bunch of 14-year-olds stuck in corporate America. The show lacks purpose and it repeats itself, all the big plot twist moments felt lazy and the characters have little to no evolution.

But here’s a twist - there's a product marketing genius in its madness. And before we get into that, let's first unpack why Succession might not have struck the right chord with everyone.

Not All That Glitters Is Gold

1. The Glitz and the Glam 
   The show often uses its score and cinematography to highlight the lavish lifestyle of the Roy family. It became such a drag that I often found myself skipping ahead by half a minute. It doesn’t offer any solid ground into the wealthy's lives but rather revels in their opulence, which just felt tone-deaf and excessive.
2. Oversimplified Business Portrayals 
   I think people with an intermediate understanding of corporate operations would find the show's depiction of business dealings and strategy overly dramatized and simplified. While it did try to capture the cutthroat nature of boardroom politics, it lacks the nuance and accuracy of real-world business complexities, making it very superficial and hollow. For instance, 'The Sopranos' is one of the more accurate TV depictions of mafia life and this credibility is attributed to the cast with real-life gangster connections.
3. Dramatization Over Substance 
   Realism in a TV show lends a sense of authenticity and makes the story more credible. Think - 'The Wire' for its portrayal of urban life in Baltimore, 'Breaking Bad' for its accurate scientific standpoint of meth production. While Succession is indeed a drama series at its core, I’d still argue that it prioritized dramatic effect over authentic storytelling. The constant backstabbing, plotting, and family feuding get boringly repetitive and overshadow more grounded, realistic aspects of how a media conglomerate and its controlling family really operate, reducing it to a soap opera with a high-budget veneer.
4. Dialogue and Gravity 
   The dialogue in Succession tries to sound profound but falls short of delivering genuine insight or any depth. The characters' quips and burns, though sometimes entertaining, mostly seem to trying too hard to be clever and edgy without adding to the narrative's seriousness and complexity. The classic TV dramas are lauded for providing authenticity and the ability to convey complex social realities. They use dialogue to explore themes, build the world, and even provide social commentary.
5. Character Development 
   The characters show no depth beyond their initial introduction. They are somewhat ambiguous and some critics didn’t appreciate them because they are outright unlikable. While I don’t think character “likability” is a necessity or even that important for a drama. Walter White and Tony Soprano are multi-dimensional characters, offering depth beyond typical protagonists or antagonists. Their complexity makes them intriguing and unpredictable.

How Does the Show Relate to Product Marketing?

1. Captivating Visuals 
   Succession’s elaborate portrayal of the elite world is above and beyond. But think about it – isn't that precisely what grabs your attention? This strategy of glamorization isn't just eye candy, it's a hook. In product marketing, catching the consumer's eye is half the battle. The series highlights the importance of packaging and presentation.
2. Simplicity 
   Sure, Succession oversimplifies the business world. But there's a lesson here: simplicity sells. The series distills complex corporate strategies into digestible bites, making it appealing even to those who don't understand the intricacies of a hostile takeover. As product marketers, simplifying your complex product into an easy-to-understand value proposition is crucial. If Succession can make media empires seem straightforward, you can make your product seem accessible too.
3. Engaging Narratives 
   The constant backstabbing and power plays might seem overdone. But they worked. They engaged and retained the viewers. In product marketing, creating a narrative that engages and maintains customer interest is vital. You need a compelling story about your product's journey that can create a lasting impact.

How did HBO successfully market Succession?

1. Intentional Storytelling on Social Media 
   HBO partnered with Digital Media Management (DMM) for a social media campaign that emphasized intentional storytelling. HBO's strategy was focused on the importance of narrative consistency in brand messaging. The goal was to engage fans with the narrative of the series using a curated voice and tone that matched the show's high-quality production that led to over 8.8 million total engagements.
2. Elevating the Series in the Cultural Zeitgeist 
   The campaign aimed to retain and excite existing viewers while attracting new ones. DMM produced custom, polished, and minimalist creative assets that aligned with HBO's prestigious branding. This strategy resulted in over 1 million engagements across various social platforms.
3. Creating a New Social Presence 
   For Season 3, HBO and DMM launched new social media channels for "Succession," aiming to match the show's elevated yet straightforward feel. This included highlighting award-winning performances and writing. The strategy was not to become fan-centric or to create meme content but to engage the audience with content that resonated with the show's tone and style.
4. Engagement with Reactive Content 
   The social channels played a crucial role in highlighting the season's iconic elements. By staying attuned to fan sentiment, DMM created reactive content that gave fans what they wanted while maintaining quality. This led to significant growth in the social presence and high engagement rates, particularly during the series finale.

Lessons from the Roy Family

1. Positioning is Everything
   The Roy family's brand is power. What's yours? Defining a clear, distinct brand positioning is essential for standing out in a crowded market.
2. Adapt or Die 
   The show's constant power shifts are a lesson in agility. In a market that's always changing, your product strategies should be flexible and innovative.
3. Perception is Reality 
   Just as the show creates a perception of power and success, ensure your product's market perception aligns with its value proposition. Manage how your product’s perception is shaping customer’s reality.
4. Understanding of Target Audience 
   Succession knew its audience and catered to them unabashedly. Know who your product is for and tailor your marketing accordingly.
5. Drama Can Be Good 
   A little drama (if done right) in storytelling can go a long way in maintaining interest. Craft your product's story to be engaging and memorable.