5 branding lessons from ‘Hamilton’

The Broadway smash hit about one of America’s founding fathers has captured the hearts of theatergoers nationwide. Here’s how you can emulate that success.

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Lin-Manuel Miranda recently took his last bow in the title role of “Hamilton,” Broadway’s hip-hop musical phenomenon.

Hamilton swept the Tony Awards in June, racking up 11 awards out of 16 nominations. The brilliant show took Broadway by storm last August and has continued to capture the hearts of theater aficionados everywhere. Miranda, its creator and star, paints a beguiling picture of the founding father throughout his quest to forge a new nation.

According to The Wall Street Journal, Hamilton is the “most exciting and significant musical of the decade”—and here’s how brands can learn a thing or two from Miranda’s masterpiece:

1. Do the unexpected.

Miranda took the story of Alexander Hamilton and the founding fathers and created a unique work of art. Using rap and hip-hop, he reimagined history. The cast of “Hamilton” is diverse, breaking boundaries and creating opportunities for actors of all races to play roles historically closed to them.

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