February 12, 2025
The critically-acclaimed TV show Severance is in the middle of its second season and it’s finding new and interesting ways to engage its audience beyond the weekly fix viewers get when they log into their Apple TV accounts. If you’ve never watched the series, the basic gist is that employees at a company called Lumon Industries have their memories surgically divided between their work and personal lives, and the show explores the impact of the procedure for both versions – the “innie” and the “outie” – of “severed” employees.
So, what in the world does a show with this premise have to do with your B2B brand? I would argue that Severance has done a masterful job of extending its brand reach by connecting with fans in innovative ways that align with the show’s premise – and that your B2B brand could learn a thing or two from how they’ve done it.
Here are three examples of really interesting Severance brand extensions that might give you ideas for your B2B brand:
1. REACHING AUDIENCES AT WORK AND PLAY – Most fans of Severance are watching the show in their leisure time, away from the confines of their typical 9 to 5. But, the show got smart and found a way to reach its audience while they’re at work too – most notably through a LinkedIn corporate page for Lumon Industries, the fictional company at the heart of the show. As of this writing, the tongue-in-cheek Lumon LinkedIn page currently boasts about 45K followers, and the engagement on its posts is what many social media managers could only dream of. It’s a smart brand extension that allows the show to reach its fan base while also reinforcing its workplace-inspired concept.
- WHAT YOUR B2B BRAND CAN LEARN: Severance has found a way to reach its consumer audience in a B2B setting. Flip that script. How can your brand find ways to reach its B2B audience when they’re in more of a consumer mindset? You could consider a variety of tactics to accomplish this, from retargeting advertising efforts on B2C sites to sponsorships of your local sports teams (which could be especially effective to give your B2B brand visibility if you’re challenged with finding the right local talent). Regardless of the tactic, your B2B brand could stand out from peers by using this “work PLUS play” instead of “work OR play” mindset to find and reach your audiences.
2. IMMERSIVE EXPERIENCES – The show Severance primarily exists on a screen – be it handheld or wall-mounted – for its fans. And while many who work corporate jobs now spend a lot of time on screens these days too (helllloooo, Teams and Zoom!), many of us also at least occasionally go to an office, a meeting, a conference or a trade show in person. Severance broke out of the studio and created an immersive experience for its audience by setting up a virtual office environment in Grand Central Station earlier this year, where passersby got a real-life view of “life at Lumon” as they walked past a pop-up set in the middle of the terminal, where cast members were “working” during busy rush-hour traffic.
- WHAT YOUR B2B BRAND CAN LEARN: How can you move your brand from 2D (emails, PDFs, virtual calls and more) to 3D in a meaningful way to connect with stakeholders? Are you putting your best brand forward when key audiences are together in person? Whether it’s a trade show or an investor meeting, consider making the experience special or memorable to extend – and enhance – the reach of your brand. That may mean doing something different, unexpected and maybe even a little uncomfortable to help you stand out. If Severance can stop a Grand Central Station crowd in the midst of busy rush hour traffic, what kind of immersive experience can your brand offer to stop people in their tracks?
3. AUDIO OFFERINGS – As fans of the show know, much of the storyline revolves around a self-help book called The You You Are: A Spiritual Biography of You, written by Dr. Ricken Lazlo Hale, who is also a character on the show. While you may have thought the book was fictional – surprise! – there’s now actually an audio book version available for download, narrated by the actor who plays Ricken. I find this diabolically genius. And, it’s a smart extension that allows viewers to experience the brand even when they’re not in front of a screen. Now commuters or gym-goers can experience elements of Severance in an audio format, creating a deeper connection with and affinity for the brand.
- WHAT YOUR B2B BRAND CAN LEARN: It’s likely much of your B2B content is consumable only by watching or reading it. But are you missing an opportunity to reach your key audiences with audio offerings that allow them to interact with your brand when they’re mobile or not in front of a screen? Consider anything from hosting your own podcast to providing thought leadership content in audio form. Getting creative with audio offerings can be another way to make your B2B brand stand out.
Interested in chatting about how your B2B brand can “sever” itself from the competitive landscape? Drop me an email and let’s chat. Your innie will be happy you did.
