James and the art of Bonding

Watching the recent James Bond reruns on various channels, ensured not only great entertainment during lockdown, but also an opportunity to understand one of the world's truly enduring brands.

For this character, created by Ian Fleming over half-a-century ago, still manages to keep the pulse racing even after myriad transformations that the world around him has undergone.

What then is the elusive recipe for the popularity of the world's best known secret agent?

And what can the brand world look to imbibe from an idea that has traversed space and time with aplomb?

The triumph of an overarching philosophy

Call it the essence, core or unifying theme, but the Bond brand seems to have it perfectly figured out. While playing with the most advanced gadgets coupled with dutifully romancing all the women who cross his path and saving the world just in time for cocktails might only seem outward manifestations of the behaviour of this super spy, there are deeper primal levels at which these might be registering.

The Bond saga could be described as catering to 'the ultimate male fantasy' and it is the religious adherence to this concept that has served the Bond franchise well over the years. Hence, even if six different actors have ensured that the face of Bond has changed every once in a while, the spirit of the brand has been held remarkably consistent. And that has resulted in the feeling that tomorrow never dies for the Bond brand.

A celebration of the familiar

Bond movies literally seem to follow a standard template with a vengeance. The opening sequence usually begins at an 'enemy' location. As Bond executes his mandatory escape against impossible odds, the movie breaks into the title song, usually sung by a prominent music star. At relevant stages one expects to see the revelation of wonder gadgets (for Bond's strategic usage) and the brief dalliance with the 'wrong' woman. It's usually mixed with the travel to other continents (and often exotic locales), a spy miraculously introducing himself by name, Bond winning some sort of initial game (card or otherwise) with the villain.

The later stages inevitably witness a prolonged fight with the main henchman and finally the dispatching of the bad guy himself accompanied by a splendidly timed punch line.

Every Bond movie seems to traverse the same milestones on this oft beaten path with slight variations only demanded by a different story. And yet, we happily swallow it all and keep asking for more.

Maybe the new isn't as cranked up as it is made out to be. Perhaps the human mind has evolved to favour the familiar, and this is what the Bond brand exploits. For once the mind has learned to like something; changes are kept at a bare minimum with a view to thrill.

Finding those 'Nudges of Relevance'

While there is a seeming rigidity in terms of the acknowledgement of an overall spirit and the pursuit of a template, the Bond brand has shown flexibility in key areas which have ensured its continued relevance. For a brand that has seen tumultuous change in the world at a cultural, sociological and political level over the years, there are ever so subtle shifts that the Bond brand has initiated to stay on course over the decades.

More recent Bond films have exhibited the increasing power and importance of women at the workplace, culminating in 'M' assuming a female form (an aspect tragically terminated in 'Skyfall'). A few of them have also touched on the changing face of the enemy, from essentially European in earlier editions, to having more of a global scope now.

Later Bond movies have also showcased the spy's ease with the technology toys of the modern day, thus, instantly building bridges with an 'i'-obsessed generation.

These little bits of tinkering around a largely unchanging framework are perhaps the most crucial components that have guaranteed the crowds have always thronged the theatres at every new Bond release. And ensured in true signature style that even after 24 successful editions at the box office, the world has never been enough for James Bond.

To conclude, it takes a true understanding of itself and its place in the world to make a great brand last the distance. It takes the courage to resist major changes to its structure and a defiant stubbornness about its own uniqueness in the face of sweeping changes around it.

The coming years will surely pose fresher challenges at the marketplace for Bond, especially with newer icons emerging in the same space.

But just like in his adventures, we would expect him to overcome these with the same charm and customary poise, leaving his detractors shaken and stirred in his wake...