In his recent analysis posted in my LinkedIn Today feed , Michael Powell, President of the NCTA (a cable television trade association),praised the way Shark Week has become part of our "shared story."
Powell writes, "Shark Week comes but once a year. There’s no “Tiger Week” in January or “Snake Week” in April. Considering Shark Week’s success, it was surely tempting for the network’s executives to try and replicate their PR and content creation victory at other times throughout the year. But they recognized that there was significant long-term value in refusing to dilute the power of the Shark Week experience. Perhaps this sacrificed a few short-term conquests, but it was for the long-term good. They were right to do so.
Even when striking upon a successful venture, you can’t squeeze every last drop of creative juice in the pursuit of repeat results. Look instead to the future, and work out how to maintain and improve without undermining your own success."
From Max the Roomba Cat to Jimmy Fallon's Shark Week Pros & Cons, the meme every summer during the first week in August for the last 26 years has been sharks. The brand halo of Shark Week is now so big, other networks don't try to beat it, they just join it. How great is that?