A brand is pushing past the lull.

Paul Rudd goes on Conan O’Brien and claims to be showing a clip of his upcoming movies, but ends up playing the same clip every time.


If you watch the video where every occurrence of this is clipped together, you’ll find a strange thing happens. The first time you find it funny, probably the second too. Somewhere after that in the next few plays, you find yourself thinking, “This is so stupid.” Then after a few more, the continued effort makes it funny. That transition from this is stupid, to liking it again. That’s a brand happening. It’s pushing past the lull.

Everything new is interesting. Then it’s boring. Then if you stick with it long enough it’s a brand.