HBO's Succession: How a Bad Drama Teaches Brilliant Branding?

From shallow plot to fan obsession and what marketers can learn from it.

Succession won 13 Emmys and I honestly couldn’t wrap my head around why. From the first to the very last episode, I couldn’t see the appeal. To me, it seemed like a bunch of 14-year-olds stuck in corporate America. The plot lacks purpose and recycles the same conflicts, all the “big” twists feel lazy and the characters have little to no arc. The show never earns the narrative depth its awards suggest.

But here’s the thing - there's a branding genius in its mess. And before we get into that, let's first unpack why Succession might not have struck the right chord with everyone.

Not All That Glitters Is Gold

1. The Surface-Level Spectacle
   The show often uses its score and cinematography to highlight the lavish lifestyle of the Roy family. The slo-mo shots of private jets and penthouse lobbies just made me hit the 30-second skip. These glossy fillers don’t offer any solid ground into the lives of the ultra-wealthy but rather indulges us into their opulence repeatedly, which just felt tone-deaf and excessive.

2. Oversimplified Business Portrayals
   I think people with a moderate understanding of corporate operations would find the show's depiction of business dealings and strategy overly simplified and unnecessarily dramatized. While it did try to capture the cutthroat nature of boardroom politics, it lacks the technical nuance and accuracy of real-world business complexities, making it look very breezy. On the other hand, think 'The Sopranos' which is one of the more accurate TV depictions of mafia life. The cast had real life gangster connections. This level of commitment to authenticity offers a far more granular and believable portrayal of their subject matter.

3. Dramatization Over Substance
   Authenticity lends a story credibility and weight. Shows like ‘The Wire’ and its depiction of life in the projects or ‘Breaking Bad’ for its scientific grounding. While Succession is indeed a drama series at its core, I’d still argue that it prioritized dramatic effect over authentic storytelling. The constant backstabbing, plotting, and family feuding get boringly repetitive and obnoxious. The stakes blur, episodes blend and the series drifts into soap opera territory with big budget and weak backbone.

4. Dialogue Without Gravity
   The dialogue in Succession tries to sound profound but falls short of delivering genuine value or insight. The characters are relentless with their quips and burns, though sometimes entertaining, mostly seem to trying too hard to sound clever and edgy. What could’ve been surgical plot building lands as a snark on social-media Another factor that damps down the seriousness and complexity of the narrative. Great TV dramas use dialogue to explore tricky social realities, build immersive worlds, and provide sharp social commentary.

5. No Character Development
   The characters show no depth beyond their initial introduction. They are somewhat ambiguous and show minimal growth. While I don’t think character “likability” is a necessity for a compelling drama, complexity is. Acclaimed characters like Walter White and Tony Soprano are multi-dimensional, offering psychological depth beyond typical protagonists or antagonists. Their complexity makes them fascinating and unpredictable.

And this is where the story gets more interesting. Because the show’s greatest narrative weaknesses are, ironically, the very source of its branding genius.

The Branding Genius in the Mess

So, how does a show that feels hollow on a narrative level succeed so spectacularly? The answer lies in its unintentional brilliance as a case study in brand strategy. The very aspects I found frustrating are, through a different lens, powerful marketing tactics.

1. Packaging is the Pitch
   The extravagant and captivating visuals are the packaging. Those shots of private jets, sprawling estates, and massive boardrooms are the hook. This strategy of pure aspirational glamor is the value proposition. In marketing, catching the consumer's eye is half the battle. Succession proves that a premium, irresistible presentation can often be more important than the product's underlying substance.

2. Simplicity Sells, Complexity Fails
   Sure, Succession oversimplifies the business world but at the same time it’s making it more accessible to more people. The series distills complex concepts like hostile takeovers, proxy battles into digestible drama. It makes the world of a media-conglomerate interesting to an audience that doesn’t know the first thing about leveraged buyouts. The key is to simplify your product’s complex features into an easy-to-understand value. If Succession can make media empires seem straightforward, you can make your SaaS product seem accessible too.

3. Narratives Define Loyalty
   The power plays and betrayals might seem overdone. But they proved the point that retention is rooted in the story you build. The show created a simple, repeatable loop - who will win, who will lose, who will betray whom? That kept viewers locked in season after season. For businesses, creating a compelling narrative around your product’s journey is the growth driver.

All of the above prove that a product can be its own best marketing campaign. But the real magic happened when HBO took that foundation and built a cultural trend around it.

How did HBO Successfully Market Succession?

HBO’s marketing team understood their product perfectly and sold its vibe.

• Mirrored the Brand on Social Media
  HBO partnered with Digital Media Management (DMM) for a social media campaign that emphasized intentional and consistent storytelling. Together they created a curated voice that matched the show’s aesthetic. The creative assets were polished and understated, making the show feel like an exclusive club you wanted to join. It was ruthlessly brand-centric and pushed the show as the luxury it portrayed.

• Built and Exclusive Community

  By avoiding the typical fan-service content, the social channels for Succession felt different, they were more elevated, more posh. The strategy was to engage the audience with content that resonated with the show's core tone of power and opulence. They would react to fan sentiment and highlight iconic moments, but always through their high-quality, curated lens. This built a powerful sense of community around the brand, making viewers feel like insiders.

The power of social media doesn’t have to be in broader engagement. It works better when it’s disciplined curation. They sold a status symbol. Success lies in embracing the core DNA of your brand with confidence to shape your market's perception.

Key Takeaways

1. Positioning is Everything
   The Roy family's brand is ‘power.’ What's your core identity? Defining that singular position is essential for standing out.

2. Adapt or Die
   The show's constant power shifts are a lesson in agility. The moment a character gets comfortable, they lose. In a market that's always changing, your product strategies should be flexible and innovative.

3. Perception is Reality
   The Roys believed that how things appear is more important than how they are. Just as the show creates a perception of power and success, ensure your product's market perception aligns with its value proposition. Manage how your product’s perception is shaping customer’s reality.

4. Know Your Audience
   Succession knew it was for an audience that enjoys gossip, appreciates "rich people problems," and values sharp dialogue over profundity. It catered to them unabashedly. Know exactly who your product is for and tailor your efforts accordingly.

5. Drama Can Be Good
   Every story needs conflict. A little well-crafted drama like a rivalry with a competitor, a bold claim, a surprising pivot, can go a long way in making your brand memorable and interesting. Craft your product's story to be engaging and memorable.

Love it or hate it, the true legacy of Succession lies in the brands it inspires to be bolder, clearer, and far more strategic.