Kayak : Search One and Done - Inherent Drama

Ok so in class, we discussed Inherent Drama, but I was siding on the fact that Inherent Drama only pertained to companies with "characters" that visually display the inherent drama of their product and or market place.  However, after thoroughly reading more into Inherent Drama, I've come to realize that Inherent Drama is almost always there in every product, with or without characters.  Inherent Drama is Leo Burnett's approach that is meant to dramatize that essence that keeps the product alive in their industry.  Which is why, Inherent Drama and Positioning go hand in hand in todays marketing and advertising worlds. 

In order to properly position ones brand, you must find the Inherent Drama to communicate your message to the consumers.

With that said, this is why I chose Kayak.  Kayak portrays the subliminal message that travel websites such as Orbits, Travelocity and Priceline serve their purpose in bringing great deals to the consumer.  A reoccurring trend that most consumers developed was their websites were inconsistant for being the lowest price.  The birth of Kayak comes to solve this problem, and in turn, "search one and done".  This messy drama of going back and forth between travel website is no more, with Kayak.

Kayak commercial