- The Branded Moment
- Posts
- Saturday Night Live is an Iconic Brand
Saturday Night Live is an Iconic Brand
What 50 Years of SNL Can Teach Us About Brand Relevancy
Ali Kaltman
February 17, 2025
Brand: SNL
Campaign: SNL 50
Read time: 5 minutes
💬 Overview 💬
I’ve always been a huge SNL fan.
Going on a deeeeeep SNL YouTube rabbit hole was a pastime of mine in high school.
The bits, the celebrities, and the comedy got me every time.
Saturday Night Live IS an iconic brand.
And really, no one has come close to rivaling it. 50 years later, and the brand is still as strong as ever.
So why has no one truly rivaled SNL?
Other networks have the star power and resources.
But SNL seems to have created the ultimate brand & resulting moat.
So how did they do it? And what can marketers learn from it?
Let’s get into it…
💙 The Branded Moment 💙
When SNL first hit the air in 1975, TV comedy was basically a lineup of home sitcoms and men in suits.
Then came SNL: Loud, irreverent, and actually funny.
Lorne Michaels, who still runs the show with a very firm grip, built a culture that thrived on experimentation and creative risk-taking.
The result?
A machine that’s kept SNL fresh and relevant for 50 years.
Here’s how he did it:
Scalable, Repeatable Content
Every great brand needs a structure that people come to expect and look forward to.
SNL thrives on a clear, time-tested formula:
• A weekly, predictable format (When does SNL happen? Oh yeah… Saturdays. There’s going to be a cold open, and there’s going to be a weekend update.)
• Topical humor that keeps it in the cultural conversation
• Celebrity guest hosts who bring fresh energy and new audiences
Your brand content can do the same: create a framework that allows for flexibility while maintaining a clear identity.
Emerging Talent To Keep It Fresh
SNL has built a brand within a brand by launching some of the biggest names in entertainment.
This ensures:
• A continuous flow of fresh ideas
• Relevance across generations
• Built-in nostalgia that keeps older audiences engaged
Brands that invest in emerging voices, whether through creator partnerships or employee advocacy, can build this same level of built-in renewal.
Same goes with employees — diverse perspectives across internal employees can help keep the brand relevant.
Cultural Relevance
SNL would still be funny with world-class comedians performing sketches, but what keeps it relevant is its sharp take on current events.
When something big happens in the world, people expect SNL’s take on it.
That’s because they’ve established themselves as the go-to for cultural commentary.
Smart brands do this, too. They don’t chase trends. They bring their own fresh take to it.
50 years in, SNL has become so much more than a TV show. People tune in because it feels like part of history.
💡 Results 💡
Some quick stats on SNL:
It’s the 5th longest running show on TV.
SNL has produced 983 episodes across 50 seasons, with a total of 173,401 votes and an average rating of 6.5/10 from audiences.
Saturday Night Live has received a total of 314 Primetime Emmy Award nominations, resulting in 84 wins.
And it just celebrated it’s 50 Year Anniversary with some of the most star-studded events of all time.
From Tom Hanks to Kim Kardashian to Miley Cyrus to Will Ferrell, everyone showed up to celebrate the show’s success.
Will the show have another 50 year run?
TBD, but it doesn’t feel like it’s going anywhere any time soon. 🙂
🎬 Take Action 🎬
How are you future-proofing your brand?
Creativity alone isn’t enough. You need a system that fuels ongoing relevance.
Longevity comes from adaptability. The best brands evolve while staying true to their DNA.
Cultural moments can be created. Own your space and find your path to being part of the conversation.
And every great brand has to master each of these to stay top-of-mind.
Be like SNL. Create, adapt, connect.
What’s New This Week
One new product I tried this week 👉 Heyday Canned Beans - Beans… but make them flavorful
One new campaign I’m loving 👉 On theme for the week, CeraVe & SNL made a great commercial.
One new piece of content to watch 👉 White Lotus is back!! And I couldn’t be more excited about S3.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
Did someone forward this to you? Sign up here for The Branded Moment newsletter.
Want to create your own newsletter? Start on Beehiiv here.
Reply