Alright, maybe it’s not that different, but I swear, Jimmy Fallon is pulling out all the stops to innovate and entertain on his late night show.  Let’s face it, being a big late night star is a high risk business, witness Conan O’Brien’s crash and burn — and Conan was funny!  Fallon is an SNL grad with a couple of interesting movies under his belt (my favorite being Fever Pitch). I’d seen Late Night just after he’d started the gig (March 2009), and at the time, to me, he was trying a bit too hard.  Accidently revisited these last few weeks, and things have changed, Fallon’s at the top of his game.

On the one hand, he’s doing some old fangled stuff.  Is this innovation?  On the face of it, I think not — the mock game shows, lists, topical monologue, etc. are all standard late night fare.  Further, he dresses more conservatively than Johnny Carson, favoring dark suits, crisp white shirts and power ties. So, in many ways, he’s decidedly in-the-box, in the frame of the classic approach to late night comedy.

On the other hand, I smell innovation happening.  Around the edges, one bit at a time.  It’s not just me that thinks this.  I watched the show with a fairly hip teenager — who was hooked after two shows.  That’s a one person focus group proof I’ll have you know.

So, how’s he creating something new?  I think it starts with being real.  He’s authentically funny. His charm is naturally goofy in a clever and unforced way. Now, I know he’s a brand and a persona and all that, but somehow he’s kept himself from being wrapped in cellophane. He retains a genuine boyish charm.

I’ve said he’s doing typical bits, but he’s doing them one better, very good incremental innovation.  For example, letters have been a staple of late night comedy for ages.  Fallon updates the idea by having a Twitter Hashtag reading.  He makes up the hastag question, and viewers write some great comedy for him.  A recent hashtag “Things there ought to be a law against”.  One answer: No standing at the top of an escalator…

Then there’s the musical element.  I can’t remember a late night TV host with such a well developed musical gene.  I just watched Jimmy do two musical numbers in a row. The first was a goof on the beer-drinking, ramp-sliding, disgruntled Jet Blue employee. The song became a bona fide rock-n-blues rave up, with Fallon playing guitar in front of a damn good R&B band.  For most talk show hosts that would fill the “do something musical” box for a few months.  So, imagine my surprise when he jumps in with a LadySmith Black Mambazo group and does a mock-commercial (not sure why Six Flags is so blessed…) for Six Flags Amusement Park. Complete with African dancing.

I guess the other truly different part of it, is, it seems more “improvy”, and it’s fresh as a result.  While I know these shows are highly scripted, I get the sense that Fallon’s show has less of a script, and more a very good plan.  It takes a bit of chutzpah to do improv on late night tv, he’s taking risks.  And, he’s reaping some nice rewards as result.  I’ll also give him credit for being inventing in those old fashioned celebrity interviews.  He’ll ask the odd serious question, which perfectly sets up the surprises that always seem up his sleeve.

Fallon’s challenge is not much different than a product brand manager.  He has to invent within a framework of expectations and conventions and traditions.  He’s created something different by working both in the box, and out of the box, breaking rules when he can, and improving in increments where that works.

Brand managers would do well to emulate Fallon — particularly his dedication to building a diverse skill set, and constant experimentation.