A brand called Bond

My name is Bond, James Bond. Almost every person who speaks English knows these
lines. Few franchises last as long as James Bond. Bond movies are famed for their action,
guns and girls. Bond kills the bad guys, plays doubles or quits in shooting and gambling,
romances women and keeps the British Union Jack up. He ends up collecting 7 billion
dollars over 25 movies. Critics and movie goers, men and women, producers and
distributors love the franchise. But what holds the key to the James Bond franchise? Does
the character espouse a consistent set of values? Has it been true to its core? What
explains the fascination for this fictional character?

The Beginning

Ian Lancaster Fleming, a British journalist, born in 1908, etched the character of James
Bond in his books. Fleming also served in World War 2 as assistant to the Director of
Naval Intelligence in the Admiralty in London. Post retirement, Fleming started his work on
James Bond. The first Bond novel, Casino Royale, was published in 1953 and followed by
13 more (Fleming died in 1964). Post Flemings death, Bond novels were continued by
writer John Gardner from 1981 to 1996 (14 books, 2 novelisations) and Raymond Benson
from 1996 to 2002 (6 books, 3 novelisations). The original character of Bond, as Fleming
intended is slim, athletic, with a scar down his right cheek, not prone to use disguises,
speaks French and German, smokes heavily and has 2 vices - alcohol and women1.

The Franchise
The first James Bond movie, Dr. No, was released on May 8th, 1962. More than half a
century of Bond movies has seen a total of 25 films and 6 actors grossing $7.06 billion
worldwide2, third highest amongst all franchises, only behind Marvel Cinematic Universe
and Harry Potter.
1
www.ianfleming.com - the official website of Ian Fleming
2
http://www.the-numbers.com/movies/franchises/sort/World
The Bond novels have also been adapted on television (as special features, documentaries and cartoon series), radio and comic
strips. Eon Productions Limited (based in United Kingdom) and Danjaq LLC, the holding company of Eon (based at United States
of America), wholly owned and controlled by Broccoli and Wilson families, own the copyright to produce James Bond movies.

Since the first movie in 1962 the Bond franchise has grown in strength and numbers. More people watch it today than ever before
due to its growing familiarity and availability in local languages. Half of a century of his presence made Bond almost a household
name in most parts of the world. But has Bond remained the same or has he changed? Are these changes incremental or
fundamental? Has the central theme of Bonds character been preserved or has its DNA changed?

Question
Given below are snippets (some representative lines) chosen from 2 Bond movies, Goldfinger of the 1960s and Skyfall from more
contemporary times. Read the snippets from both the films. Take Goldfinger as the standard. Note i) core values ii) supporters iii)
detractors iv) peripherals v) absentees of brand Bond as you infer them from Goldfinger. See how far the brand has changed
between Goldfinger and Skyfall based on values i) thro v). Note that a snippet might stand for more than one value. Based on your
observations take a view on whether the brand Bond has changed a) fundamentally b) significantly c) incrementally. Also comment
on whether these changes might help or erode the brands equity.

Movie synopsis Goldfinger

Auric Goldfinger is a multimillionaire. He has a devious plan to multiply his millions. He owns a lot of gold already.
Now he wants to blow up Fort Knox (the place where the United States Government holds it in safekeeping) to
multiply the value of the gold he has. James Bond thwarts his plans.

Characters in Goldfinger
M James Bonds boss, Q supplier of hi-tech gadgets to Bond, Goldfinger villain, Oddjob villains henchman

Given below are excerpts from the movie

Bond then (Gold finger)

References from movie

1. James Bond bombs the villains place and walks off coolly [3:32]
2. Shocking. Positively Shocking Bonds casual comment after electrocuting one of villains henchmen
[4:50]
3. Bond about his boss M - .M wouldn't book me into the best hotel in Miami Beach out of pure gratitude
[9:39] (takes a dig at M)
4. Jill Masterson (Goldfingers girlfriend) - I am beginning to like you Mr Bond [13:54]
5. Odd job, villains right hand knocks Bond out of his senses [16:00]
6. M to Bond: You were supposed to observe Gold finger, not borrow his girlfriend. You were saved by the
grace of God [18:32]
7. Bond to M : Would like to continue engaging with it, if I knew what it was about Sir [18:57]
8. M: what do you know about gold?
B: I know gold when I see it! [19:01]
9. Q to Bond: Bullet proof wind screen, smoke screen, oil slick, passenger seat ejector, a transmitter homer
which gives the location of the car [23:15]
10. B allows a man to have a quick one enroute (when Q shows him the latest Aston Martin he
developed) [24:03]
11. Q to Bond: Please return the equipment in one piece [24:15]
12. Bond shows villain the bar of gold the latter smuggles, disturbs his concentration and gets him to miss his
goal in golf [30:59]
13. Bond realizes the villain is conning in poker using a girl who sees the cards through a telescope [30:59]
14. Bond inserts a transmitter into the villains car to track him [31:39]
15. Oddjob bumps the head off a marble statue with his hat to demonstrate to Bond the danger of messing
with Goldfinger [32:32]
16. Oddjob squeezes a solid golf ball to powder with his right hand [33:07]
17. Bond punctures Tilly Soames tyres with the gadgetry in his car, just to pursue her [37:39]
18. The smoke cloud that Bonds car creates causes an accident to the car of villains henchmen [44:45]
19. Oddjob flashes headlights at Bond, crashes his car and knocks him unconscious [49:28]
20. Goldfinger to Bond - I welcome any enterprise which will increase my stock, which is considerable
[51.47]
21. Thanks for the demonstration, Gold finger (when the villain tries to kill him with a laser beam) [51:59]
22. Bond - Mai Lei, I would like to arrive more appropriately dressed [56:45]
23. Bond to Pussy Galore I believe the bourbon and water are splendid here in Kentucky, now that we are
 both off dutycan we. [1:01:45]
24. Pussy Galores pilots are all good looking women. [1:02:30]
25. Bond to Goldfinger : Certainly better bred than his owner (speaking about Goldfingers horse) [1:03:34]
26. Goldfinger - Man has achieved miracles in every field of human endeavour, except crime [1:08:05]
27. Bond to Pussy Galore we must have a few fast falls together some time [1:13:44]
28. Villain gets all this co-conspirators killed gassing them [1:14:15]
29. Bond drops a message in Solos coat along with a transmitter to help CIA get the message [1:15:32]
30. Bond reasons with Gold finger why transportation of gold from Fort Knox wont work [1:22:49]
31. B to Goldfinger: If you explode it (nuclear device) in Fort Knox the entire gold supply of United States will
turn radioactive for 57 yearsthe value of your gold increases many times [1:23:49]
32. I apologize Gold Finger, it is an inspired deal (when Goldfinger explains how he is going to nuke Fort
Knox) [1:24:02]
33. Oddjob beats Bond to pulp before he finally succumbs to electrocution [1:40:33]
34. Bond found getting cosy with Pussy Galore [1:48:31]
35. Everything from titles to the last scene is as much about women as it is about guns
36. Bond gets entangled with a string of women Dink, Jill Masterson, Tilly Soames, Pussy Galore besides
lots of action
37. Bond switches the ball and beats the villain in golf
38. Q to Bond: it is not perfected after years of patient research entirely for the purpose 007
Bond: eject from the seat, you must be joking
Q: I never joke about my work
39. Bond pursues Tilly Soames even when he knows it is more important to pursue the villain
40. Bond is always dressed in neatly pressed suit and tie; even when he beats up the bad guys he does it
without so much as creasing his dress
41. Villain wants to be seen in the company of glamorous women, Jill Masterson, Pussy Galore
42. M is shown a handful of times in the movie
Movie synopsis Skyfall
The enemy this time is an insider, a rogue spy who turned against Britains intelligence agency MI6. He plants a bomb in the middle
of London, hacks MI6 website, almost manages to kidnap the veritable M, James Bonds boss. Bond manages to eliminate the
villain but not before the latter extracts his pound of flesh. He kills M.

Bond later (Skyfall)

Reference from movie

1. Bond is a serious man. His assistant is not a man but a woman. Eve Moneypenny, significantly a black,
is an expert driver and a good shot [2:29]
2. Bond gets shot himself by his assistant [12:55]
3. Mallory to M: You should leave with dignity
M: Who gives a damn for dignity, I will leave when the job is done[19:19]
4. Villain hacks Ms website and posts a message Think on your sins[21.00]
5. Villain plants a bomb in the heart of London [21:24]
6. Bond grows a shrub, wears it for a long time and looks haggard when he reports back to duty after he is
believed to have been dead[25:00]
7. B: You lost your nerve!
M: We have both been playing this game for long
B: Maybe too long
M: speak for yourself![26:24]
8. To resume duty you have to pass tests (Bond is told) [27:16]
9. We sold your flat (Bond is assumed to be dead and his flat sold off by MI6) [27:25]
10. Bond misses shooting targets in the tests meant to take him back to active service [30:49]
11. MI6 looks dark and somewhat gloomy [31:28]
12. Bond in prolonged and serious pain [32:44]
13. Mallory to Bond Go on leave, live quietly somewhere, it is a young mans game, you have been
seriously injured, it will be a shame not to admit it until it is too late [35:50]
14. M to Bond: Double O seven (007), you are ready for this?(before sending him on a mission to take out
the villain) [38;14]
15. Q to Bond Did you expect an exploding pen (hinting they dont make them these days). Please
return the equipment in one piece [41:00]
16. Villain reveals to M that he knows the secret names of all her agents through a message on her system
[51:13]
17. Bond uses upgraded version of his traditional Walther weapon which has radio transmitter that detects
Bonds location
18. Bond, as always, uses cut throat razors [52:56]
19. Bond to villains girl I want to meet your employer (hinting he is more interested in meeting the boss
than the girl) [1:00:30]
20. Bond to villains girl you havent stopped looking at your bodyguards [1:01:10]
21. Asks Eve Moneypenny to bet all the big money he earnt in gambling on a reckless bid [1:05:04]
22. Bond seen less in the company women. His relationship with his assistant Eve Moneypenny seems
more or less platonic despite their close encounters. Bond does have a relationship with villains
girlfriend (despite the risk involved) [1:06:29]
23. Villain is a renegade spy from MI6
Whoever is doing this is one of us [1:08:05]
24. Villain to Bond - Back then (1986-97) I was her (Ms) favourite [1:12:32]
25. Villain to Bond Just look at yourself, barely held by your pills and your drink[ 1:12:44]
26. Bonds answers to the psychologist (P) in the qualification test
P: Country
B: England
27. Bond to villain - .not to forget my pathological love for my country [1:12:48]
28. Villain (V) knows Bond What do you think was your marksmanship evaluation?
B: 70
V: (laughs and says) Forty![ 1:13:05]
29. V: Did she tell you psychologist cleared you for duty?
B: Yes
V: No, medical evaluation failed, Physical evaluation failed, psychological evaluation alcohol
addiction indicated, pathological rejection of authority based on unresolved childhood trauma
.immediate suspension from service advised [1:13:18]
30. Villian shows tendencies of homosexuality, unbuttons Bonds shirt partially, caresses him and says
what is the regulation to cover this?.... there is a first time for everything [1:14:14]
 B: what makes you think this is my first time [1:15:13]
31. Villain to Bond - Destabilize a multinationalrig an election in Uganda (villain could do anything using
IT)
32. Q to Bond Only 6 people get past programs like that in the world (the villain is one of them, the villain
cracks Qs code) [1:16:22]
33. Bond loses the marksmanship contest with the villain [1:18:51]
34. Villain to M: They kept me in a room without air for 5 months, they tortured me and made me suffer, I
protected you and your secrets[ 1:22:22]
35. V: I bit into the capsule (cyanide), didnt die, life clung to me like a disease (laughs), cyanide burnt my
inside [1:23:06]
36. Villain breaches Qs password and mocks him with a message Not such a clever boy and creates
panic opening emergency doors in MI6 [1:29:10]
37. Bond sees a partially open door and realizes villain has escaped [1:36:32]
38. Villain explodes a bomb behind Bond in the Tube and almost kills him [1:37:35]
39. Villain barges with his henchman into a parliamentary committee meeting on MI6 and almost kills M
[1:40:50]
40. Bond shoots a fire extinguisher, creates a smoke screen to help M escape the villains attempt to
assassinate her [1:41:47]
41. Bond whisks off M to safety in the chaos following the villains attack [1:42:54]
42. Bond tells Q to leave clues for the villain to follow him and M, uses his own boss as a bait to avoid full
scale destruction [1:43:23]
43. Bond takes M to his old house Skyfall. His parents died when he was a kid there [1:46:24]
44. Bond uses his fathers rifle to kill the villain [1:49:56]
45. Bond hides as a child in a cellar which is shown to M [1:51:51]
46. Bond shoots the ice layer and disappears into the water underneath when villain tries to shoot him
[2:08:20]
47. Villain almost manages again to kill a fatally wounded M who stands unarmed in front of him [2:10:32]
48. Presses a gun to Ms head and asks her to pull the trigger, kill him and herself [2:11:55]
49. M is killed by villains henchmans bullet, breathes her last in Bonds lap [2:14:15]
50. Bond weeps when M dies [2:14:27]
51. Last scene - old M dead, new M (Mallory) male takes over, Bond goes back and reports to him on a
serious note. New M sends him on a new assignment, movie ends on a formal note [2:17:35]
52. Psychologist (P) Day?
B: wasted!
P: woman?
B: provocatory
P: Murder?
B: employment
P: M?
B: Bitch
53. Villain to Bond Is there any of the old 007 left?
Villain to Bond Just to be sporting, I would like you to go first (in their shooting contest, Bond misses
the target, villain wins)
54. Bond cracks the villains software with the help of Q and identifies he is heading to Granborough
55. M about Bonds readiness for the mission if he says he is ready, he is ready
56. Relationship with Q more serious. They take serious digs at each other,
each questioning the others'competence
Q: I am your new quartermaster general (a young guy meets Bond)
B: you must be joking, you still have spots
Q: My complexion is hardly relevant
B: Your competence is!
Q: Age is no guarantee of efficiency
B: and youth is no guarantee of innovation
Q: I can do more damage in my pyjamas on my laptop than you can do in the field in a year
B: why do you need me?
Q: every now and then a trigger has to be pulled
B: or not pulled, it is hard to know in your pyjamas
57. Exotic locations and signature tune are the same
58. Even after the best of weapons being available, Bond goes traditional in the end (fewer gadgets, more
ICT).