“People need dramatic examples to shake them out of apathy and I can’t do that as Bruce Wayne. As a man, I’m flesh and blood; I can be ignored, I can be destroyed. But as a symbol – as a symbol I can be incorruptible, I can be everlasting.” ~ Batman Begins
Batman’s most powerful weapon has always been branding. It’s yours, too. People don’t buy products and services they buy brands; brands they can’t ignore. And, they align themselves with brands that embody their values.
“We impose meaning on the chaos of our lives. We create form, morality, order.” That line from a Batman comic could just as well be about branding. Like Batman, brands symbolize a promise.
Unlike Batman, perhaps, brands aren’t incorruptible and everlasting; they’re only as strong and enduring as the promise they represent, and the experience people have when their expectations meet your delivery on that promise.
Whether you’re mopping the streets of Gotham with bad guys, launching a line of gourmet ice creams, or developing the next must-have technology, branding is about managing expectations and consistently delivering on promise.
Batman always delivers. In his fictional world: “[I created] an almost demonic creature of violence and vengeance; a night-beast whose very presence would strike fear into the criminal heart.” ~ Batman: Absolution
When you think about it, in our real world no object embodies that mythology better than a Batman night light. Just as Batman himself it’s a potent symbol; a beacon in the darkness, watching over the innocent, protecting you from what lurks in the shadows – and, of course, always looking cool. Like all great design, it’s form and function perfectly delivering on promise.
What does your brand symbolize? What is your brand promise? What forms, functions, and signals embody that promise? How are you consistently delivering? Are you making your brand a beacon that can’t be ignored?
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Ken,
At first, I was surprised that the news wasn’t saturated by activist groups calling for the boycott of the new Batman movie, “The Dark Knight Rises,” in light of the Colorado shooting. I initially thought that Batman’s image would be “corrupted” as news reporters repeatedly refer to James Holmes as the “Batman gunman.” However, as I think about it more I realize that Holmes repeatedly told police “I’m the Joker,” a symbol of psychotic deranged evil. A roll he suits well!
If Holmes had stated “I’m Batman, “the Dark Night” would have far from an everlasting symbol, or at least a different one.
Mark Gallagher
Brand Expressionist®
Blackcoffee®
Mark,
Without a doubt this terrible incident will now forever be woven into the Batman mythology. That’s unfortunate. But, I believe that Batman is so ingrained in popular culture that the brand can overcome the association. A strong brand should always be able to overcome negative associations, even ones as powerful as this shooting.
Thankfully, the media was smart enough to not “glamorize” Holmes by giving him a clever nickname like “Batman Gunman”. Every now and then they do seem to get something right. :-)
Unfortunately, I pulled “Batman Gunman” from the news.
http://www.google.com/search?client=safari&rls=en&q=“Batman+Gunman”&ie=UTF-8&oe=UTF-8
However, I do agree that the Batman franchise is strong enough to withstand this tragedy.
Mark Gallagher
Brand Expressionist®
Blackcoffee®
Interesting. I’ve been watching a lot of coverage of this event and don’t recall hearing him called the “Batman Gunman”. Seems like it’s always “Colorado Shooter” or something like that. Or, perhaps the term “Batman” is so ubiquitous at this point that I don’t even hear it.
What are the implications for brands when they become so over-saturated you don’t see them when you’re looking right at them? A topic for another post. :-)
NIce piece. I think you can take this analogy even further – yes, Batman stands for something, and delivers against the stated or implied promise, but there’s also the power of the iconic symbology of Batman that is also true of branding. With Batman, all it takes is a flaming symbol on the Gotham City (?) Bridge, barely recognizable as a bat at all, to unite, inspire and give hope to the city. No long copy ads, no elaborate ‘engagement strategy’, no 30 second commercials. The power of symbology (and thus design) shines through, even when your logo is comprised of burning fuel, 30 feet tall, 40 feet in the air. That’s a powerful brand symbol…perhaps one of the most powerful that exist.
Russ,
Bingo. I couldn’t agree more.
We need more brands that “unite, inspire and give hope” in the real world. :-)