Netflix is the leader in on-demand video, offering DVD-by-mail and Internet streaming services that bring television series and movies to tens of millions of subscribers. Reaching countries all over the world and continuing to stay ahead of the rapidly emerging competition, Netflix’s brand has grown from dot-com startup fodder to instantly recognizable powerhouse.
Netflix’s brand rhetoric is an interesting and changing blend of Ethos, Pathos, and Logos. It draws on the power of other brands to build its authority, presents an emotional connection to film and TV show appreciating audiences, and always tries to present its services as logically and basically as possible.
Ethos (Authority)
Netflix has previously relied on the Ethos of major television networks and movie studios, drawing new customers through its partnerships with companies like Starz and HBO. However, Netflix is taking an interesting turn in its brand rhetoric, slowly transitioning to building its own reputation. Netflix is still drawing on powerful partnerships, but is also integrating its own original series, such as House of Cards. The result is a mixed Ethos of internal and external reliability.
Pathos (Emotion)
Netflix understands that movies are an experience, and most people use them as a mode of relaxation. Many Netflix advertising campaigns have focused on the dynamic visuals of movies, utilizing stock characters and landscapes in its visual presentations, as well as the convenience and comfort of home leisure. The result is a Pathos that gets people to associate Netflix with a cozy yet engaging experience.
Logos (Logic)
The streaming video and DVD-by-mail industries leave little room for unique experience. Most services offer similar, if not identical plans, leaving the possible logical approaches in marketing much more straightforward. Rather than arguing that Netflix is a superior option directly, Netflix presents its plan options as basically as possible. This allows users to see the potential offerings plainly, and make an equally straightforward decision.
Netflix’s no-BS, experience-focused rhetorical approach allows it to be well received by new and old customers alike.
