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Everything I Know About Branding, I Learned From Superman
How enduring is your symbol/your brand/your company’s identity?
As enduring as this one?
Didn’t you instantly know who that person was in the picture? That’s not hard to imagine since the Superman brand has endured and thrived for over 70 years with no end in sight. Now that’s brand vitality.
And brand vitality despite having some serious issues running against it. I mean, doesn’t this concept seem to have everything working against it?
A grown man, clad in primary colors, wears his briefs on the outside of his longjohns, has a cape, red booties and a big symbol splashed across his chest. Man, I wouldn’t have given that idea 30 seconds, let alone 70 years. But this probably why I suck at gambling.
How could such an outlandish image and concept capture and lead the world’s imagination — especially the American imagination?
I think it’s because we all aspire to be something greater. And the concept of Superman reminds us that we do have something greater within us, usually buried deeper within us than his secret identity.
Whether you like comics or not, chances are you’ve at least seen the TV shows or watched the movies. There’s something interesting about someone who embodies the most noble aspects of humanity without actually being one.
It has prospered for over seventy years and when I revisit this issue in another 70 or so years – I bet I’ll have still something to talk about.
By Walter |
Topics: Client Top Secret, Pro Analysis |