Branding Bond™

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Category: Brandings

“Danjaq 1.0 Perspectives”

As the story goes— “Danjaq” was setup by Albert R Broccoli and Harry Saltzman in 1961, an amalgam of their wives, respectively named Dana and Jacqueline [1].

According to Mark Dent of The Hustle, the producers “structured their partnership in a way that maximized profits and, controversially, limited their British tax burden [2].

  • Their Britain-based production company, Eon (short for ‘everything or nothing’), made the films.
  • Another business, Danjaq, acted as the holding company for the Bond rights. Danjaq was first incorporated in Switzerland and later in Delaware. Most profits flowed to Danjaq.

Between that pivotal first year and 1975, nine of the first ten James Bond motion pictures were produced by Messrs Broccoli and Saltzman. Seventeen came after, Cubby Broccoli having been involved with seven or eight (depending on how you count the 1995 GoldenEye).

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“The Moonraker Threshold”

As preamble, consider this from James Bond film historians John Cork and Bruce Scivally: “In 1977 and ’78, it was hard to quantify the tremendous impact of Star Wars [1] and Close Encounters [2] on popular culture, which easily equalled Bond’s influence in the mid-60s … [3].

The public wanted outer-space adventure, and [Albert R] Broccoli felt that in Moonraker – Ian Fleming’s 1955 novel … he had a story and a title that were ripe for the times.

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The “‘Quantum of Solace’ Clause”

Several years after “Quantum of Solace” was first published as a short story in the May 1959 issue of Cosmopolitan, it would appear that Ian Fleming had in mind to brand the name even more broadly.

… I have a basic alternation to propose in our tax laws, which will call, so that it looks properly portentous on the statute books, the Quantum of Solace Clause. Briefly, this will allow tax relief to those who, as judged by an independent tribunal, have given the maximum amount of pleasure to their fellow citizens. Most beneficiaries will, of course, come from the creative arts—acting, writing, painting, music, etc.—but they will also come from sports, politics and medicine. Such a clause would, I believe, have the blessing of the general public, it would greatly encourage the arts and it would serve to keep creative ability within our shores (copy to Inland Revenue for action!).

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Origin of “shaken, not stirred”

“A dry martini,” James Bond said. “One. In a deep champagne goblet.” essential 007 brand elements, this, too, comes from the fertile mind of his creator, Ian Fleming.

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Origin of the Double O number

Ian Fleming is not only responsible for designating James Bond as “007,” but also for creating a mystique surrounding it.

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Bond, James Bond™

This is certainly the trademark phrase, even if not legally “trademarked.” (Is it?)

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