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Friday, September 28, 2007

What Spiderman can do, Superman can't

Your brand must connect to the audience and your audience must identify with the brand. And that is where your brand personality can play a big role.

On a scale of 1 to 10, how important is brand personality?

Lets see an example of our favorite local super heroes and in terms of their box value. In recent times all 3 major super heroes – Batman, Spiderman and Superman had a movie released. But not all of their box office fate was the same. While Spiderman 1,2 and 3 all three of them have written and re-written box office records – Batman Begins and Superman returns have not reached the height Spiderman has set. Although there are many reasons behind it ( fantastic marketing super distribution of Sony pictures) – one stand out reason was how much the audience can identify with the characters.

Superman is an alien from outer space and have problems with kryptonite. Batman is filthy rich and is trying to come in terms with his dark side. Both these brand characters have personality traits that mass people can never identify with. But think of your friendly neighborhood hero Spiderman. He is an average guy whose problems include conflict between work and social responsibility and frequently have girl troubles. Plus, he seems more like a naïve person who is trying to do good for himself and people he loves in his own way – rather than an infallible super hero. Now that, many people can identify with.

If your audience can identify and empathize with your brand through its personality – it only assures great success. That’s why its not a co-incidence that the success of these 3 movies are related to the brand appeal of each of these characters. They are very much related.

So now, on a scale of 1 to 10, how important do you think your brand personality is?

Shahriar Amin is the creator of the first brand related blog in Bangladesh ( ), where he disburses brand marketing knowledge for Bangladeshi business students and local small and medium sized businesses in general

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