How to turn your brand into Batman


why batman is so cool?

Yes, we are indeed shamelessly piggybacking on the success of Batman to promote our blog. However since you are here, it seems to be working. So lets get to the basics. The success of Batman as a brand needs no introduction, and those who say they don’t like Batman, are probably doing it because everyone likes him so much. Or probably they really don’t get what it’s all about. Nevertheless it can be easily agreed upon that those who do love him far outnumber the other variety. So what makes him so cool, and what can your brand do to have such cult following? Here are some pearls you can get out of the whole franchise and use to your advantage.


“Products and Men Die, Brands and Feelings are Immortal” 

Batman cannot be killed because he is not human. Right from the inception, the idea of Batman has been all about personification of the fear. What people fear cannot be killed. In neo-noir this concept has been used by many, and the most classic example would be Godfather. So to make your brand truly immortal, and with a larger than life presence, you need to go all out and take steps to associate your brand with something like that. If you stick with just your product innovation and pricing, you would not be creating a legacy. Anyone can compete with your product with enough time, or money, but they would never be able to ape what your brand is all about if it’s something you are really identified with.


“The Inner Desire” 

Batman is the epitome of the boy-fantasy, he has it all. Great body, sharp mind, a lot of money, girls, racing cars, mansions, EVERY thing that a guy can hope from life. If all this was not enough, he also does good for the society. This is something everyone can relate with, and in branding terms we call it having an insight. A brand must always look for a broader connect with the audience, or at least leave some room for growth of the brand. However while doing this you should never give off a feeling that everyone is doing it. Apple manages this wonderfully. They make you feel exclusive, and to be frank millions of others are using the same product. If you can do this, your brand gets something worth having a few skeletons in your closet, a cult.


“Perfection is envy, don’t be perfect” 

In spite of all of Batman’s heroics, he has some major personality disorders. He has a troubled past, he doesn’t sleep at night. He has deep rooted fear and anxiety. Throughout the series he has been out-smarted by many of his villains. Bane in the recent release crushes him completely. This vulnerability makes him human, and that is a trait everyone can understand and relate to. So do you go out and go full retard? No, certainly not, the idea is to just show vulnerability along with the ABILITY to bounce back. This is what underdogs do, and millions of Rocky fans can attest to this with goosebumps they get every time Rocky fights at the very end and wins. So you have to win, but just not too cleanly. If your advertising strategies are along these lines, they can create a connect with your audience that outlasts the campaign. If you stick to basics, and reinforce same concepts in the next campaign, it slowly starts creating a long term association, and in a few years you could have a cult following.


“Something for Everyone” 

Batman, in spite of being a male idol has a lot for his female fans too. Yes, there are many of them out there, and it would be foolish to believe that millions of women are watching it just because their boyfriends or husbands are fans. So what does Batman have to offer to women? Well to start off with, he has great physique, and he has a boyish charm, has his way with women, and there is always something about his tragic past that makes them feel sympathy for him. So the character is something everyone can relate too. While selecting a niche is a great way for your brand to go, leaving open spaces that could be filled in later counts for a lot. It’s always good to attract people without needing any extra effort, isn’t it?


“Have a great symbol” 

Batman can probably boast of having one of the best superhero logos out there. If you go into the depth of the series, you would know that it stands for much more than it looks. Understanding how an iconic symbol works is very important. Take a look at any great logo, and you would find out that they are easy, almost simple. So Batman can easily re-produce his logo in various formats, right from the in-the-sky projection to the bat-shaped blades he likes to throw around. His actions add into the symbol, giving it life, and making it larger than life. So whenever anyone sees that symbol, they think they are safe. Good logos are like containers, you can fill in your positioning in them, with time it can mean a lot of different things. We could give you many case studies to support this, but we already have given the best of the lot. If you can’t get it from Batman, you probably need to do some research.


“Be bad, but do good” 

Ultimately all good brands, as well as Batman have one thing in common. They are essential for the people. Like them or hate them, but you cannot ignore them. They are usually great contributers to social welfare, and have helped people in more ways than one. As a brand you should think of offering something that is vital to people. Something that makes their life better. It could be difficult at first, but having this vision can help you overcome any challenges. This has to be a genuine effort, otherwise it won’t work. The bottom-line is that people like weird things, bad things, but they should be able to see the inherent goodness underneath. Too bad this is one thing you can’t get from the internet you have to find it your self or approach a brand consultancy for the same …

——–The End——–


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