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July 31 marks the end of the month but for Harry Potter fans, it’s a new beginning. The day saw the release of a new book and theatrical play of the same title, ‘Harry Potter and the Cursed Child’.

July 31 is also the birthday of Harry Potter and not coincidentally, J.K. Rowling. Most of you already know her as the creator of the boy wizard who lived, and he-who-must-not-be-named. So much to celebrate on this magical day!

Over a dozen publishers rejected Rowling’s first draft before it found a home in Bloomsbury. Her first book sold more than 100 million copies and she subsequently mapped out a story that spanned 7 novels. The series went on to sell over 450 million copies and became the best-selling series in history.

The stories became an eight-part film saga (book 7 was divided into 2 parts), and have grossed over £4.4 billion worldwide. On top of that, Harry Potter is also found in video games, toy figures, theme parks and more.

Almost after 10 years, the new Harry Potter book, although not a novel (it’s a script), is reigniting its magic, sending us muggles into frenzy. It’s a case of a brand reinvention, which captures both ends of target group: nostalgic readers and those who have just discovered Harry Potter.

Below are some of the latest potions from the Harry Potter world. As Harry Potter fans, we’re more than happy to welcome these spells to cast upon us.

1. Book

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‘Harry Potter and the Cursed Child’ is labeled as the eighth Harry Potter book. It’s written by Jack Thorne based on an original new story by Thorne, Rowling and John Tiffany. The story is set 19 years after the Battle of Hogwarts and centers on Harry Potter‘s second son, Albus Severus Potter, who struggles with his family legacy. ‘Cursed Child’ is Barnes & Noble’s most preordered book since ‘Harry Potter and the Deathly Hallows’.

2. Play

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‘Harry Potter and the Cursed Child’ officially opened on July 31, 2016 at the Palace Theatre, London. The theater ran previews since June 7. Tickets to the performances are currently sold out till May 2017, but you can still get them through the weekly lottery and occasional late-release tickets. An additional 250,000 tickets will be released for shows taking place next spring through mid-December 2017.

“[The play] chimed perfectly with the material I had about the next generation and I could see it would work perfectly,” Rowling added. “So, I never wanted to write another novel, but this will give the fans something special.”

3. Social media


Although not officially part of the Harry Potter franchise, it’s still worth a mention. To help fans celebrate the book launch, Snapchat offers Harry Potter-themed filters for that all-important selfie. Comes in handy during the midnight party with butter beer and chocolate frog.

4. Movie

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‘Fantastic Beasts and Where to Find Them’ is a ‘Harry Potter’ spin-off film and Rowling’s screenwriting debut. It is inspired by the book of the same title, which she wrote in 2001.

‘Fantastic Beasts’ happens to be a textbook written by magizoologist (a person who studies magical creatures) Newt Scamander as mentioned in ‘Harry Potter and the Philosopher’s Stone’.

The film adaptation depicts the adventures of Newt Scamander in 1920s New York, taking place seventy years before the ‘Harry Potter’ series. It will be the first installment of a trilogy and is scheduled for global release on November 18, 2016.

Watch the trailer here:

Brands need to constantly keep customers engaged. One way to do that is to be aware of customers changing need and adapt to meet those changes. We need to create initiatives for existing and new audiences to stay relevant.

As the saying goes, “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”

How does your brand stay relevant?
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How would your brand participate in the golden age of the geek?

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