Batman and Marketing
July 28, 2008 · Reading Time: 1min 05sec · Print This Article
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One key concept in marketing is called Positioning. Simply put it, positioning is about forming calculated impressions. Calculated because these formations are based on a strategy/s. Let’s cut the theory bit and use the recent Batman movie series starring Christian Bale as examples…
I am a Batman fan (I can almost imagine my positioning and image damaged by such a statement…) and have followed the whole thing since primary school days. When the very first Batman movie came out starring Michael Keaton, I loved it. It was dark and brave. Movies 2, 3 and 4 I thought just killed everything… Batman’s suit got weirder and weirder and the villains became more like clowns.
Enter the new batman series, and oh man, they are delicious. You have Batman jumping off skyscrapers in Hong Kong (and not some phony looking set) and riding cool drives like the new Batmobile. Here’s a repositioning example, on the Batmobile:
This is re-positiong: forming new associations and perceptions. Batman had to change its image to fit not just with new audiences, but with old ones who have been waiting to see the dark knight being portrayed accurately as he is in the comics. Repositioning begins with feedback from others which in itself is an eye-opener. Once you’ve decided on the key repositioning strategy, follow through then with some fantastic marketing to form the new desired impressions. These are not just by wrapping the product in new packaging (like the above Batmobile), but also via other marketing tools like promoting it the right way:
Check with people around you and ask what they think of you / your product. Reposition if necessary.
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