will, and that’s a solid lesson for any business.

And a strong brand has to be rooted in something accessible. Something consumers can relate to either by association or by aspiration. Something that makes them feel that by supporting the brand, they are part of a community or tribe of like-minded consumers and fans. This is as true for toothpaste as it is for a cookie or, in this book’s case, a l

Troma has achieved remarkable brand affinity over forty years and around the globe by creating an inclusive universe—Tromaville, where everyone is part of the “Troma Team.” This concept is hammered into every Troma employee and everyone who watches a Troma movie. From the opening logo to every Troma film, the message is clear. This is “a Troma Team

There’s a great lesson in this for anyone in business. There are going to be times in your career where you are doing something that is not so great, or that you are not particularly fond of. You still need to do it well, and to do it well you need to embrace it. You need to find something about it that you can love. Find some element of the work t

What content can you wisely repurpose for your purposes? Do you have anything that can double as an Easter egg to charm your customers?

For every movie in the Troma library, having a great key art image that became the basis of the poster, and then the smaller sell sheets, was essential. As essential as having a good trailer.

The Lesson: In most cases, it is very hard to see direct results from attending a trade show or conference that covers the cost of being at the event. On the other hand, if you return to a show, year after year, there is a residual value to being there that doesn’t go unnoticed by your customers. If you can be patient, that residual value can pay o

Do you have a true plan B for your business? When making a movie, learning to be prepared and expect the unexpected is essential (which actually makes the unexpected the expected).

anything from it. Holding back your ideas because they are precious or valuable or because you are afraid someone will steal them, is just a way to hold yourself back. This is especially true when you are trying to get a job or a new client. Give them a tangible taste of what you are really capable of. Give them a sampling of your valuable ideas th