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  • Matthew Kaminsky

What Marketers Can Learn From Rafiki

Updated: Feb 1

Besides being one of the greatest characters in movie history, Rafiki was also a #marketing genius.

Take this scene, for example. In less than two minutes he:


*Draws intrigue: With an un-ignorable song.

The difference between intriguing and annoying (and Rafiki certainly toes the line here) is originality. Any initiative is DOA without it.


*Entices engagement: "The question is: who are you?"

Driving engagement is about flipping the conversation: The customer (Simba), not the company (Rafiki), becomes the protagonist of the story.


*Offers a unique perspective: "You’re a baboon, and I'm not."

Want to convince potential #customers to change long-standing behaviors? Change the conversation they’re used to having. This allowed Simba to change the way he evaluated himself.


*Establishes credibility: "You’re Mufasa’s boy!"

At the end of the day, all relationships are forged through trust.


*Recruits a loyal customer

All of this is useless if it doesn’t lead to #conversion. And for that, you’ve got to deliver on your promise. In Rafiki’s case, it was wisdom (and the throne)!


So, when you’re kicking off your next marketing initiative, remember: be like Rafiki!