I’ve spent over two weeks reading all I can about this story. My 3 year-old is beside himself! And as comic book guy and Disney dad, I think this could point in the right direction. Somewhat. Just in case you live under a rock somewhere, Disney bought the Marvel franchise for $4 billion. That’s right $4 billion dollars.
Where’s Mini Me when I need him?
What can a brand learn from this transaction? Beyond the headline and the facts of the story, there was an undercurrent of “remixes” ,or “mashups”, going on between the Disney characters and the Marvel heroes. From A Spider Man Mickey Mouse, to a Donald Duck Captain America, artists around the globe decided to take their own spin on what the Disney takeover looked like to them.
I loved it. The remixes that is. As a comic book reader, I think Disney is the Death Star of business innovation. That’s just my opinion. However Stan Lee thought differently.
“I think it’s a terrific deal which will be extremely beneficial to both companies. The synergy between them is perfect,” said Lee, who remains Marvel’s Chairman Emeritus but hasn’t been involved in day-to-day operations for a number of years. “Nobody can produce and market franchises better than Disney, and nobody has the extensive library of characters that would make great franchises that Marvel has…” (Source: Newsarama)
So after 2 weeks of watching this, I came to one conclusion: The Brand Remix is powerful. Two reasons why.
1-It Gives the Consumer a New Touch Point
Last year Radiohead launched Radiohead Remix.com allowing their supporters to remix certain songs and submit them. The best remix, won concert tickets to a show of their choice, expenses paid. I think Disney and Marvel both failed to realize what was really going on behind the news and should have offered the same prize to the best “Marvelized” Disney character or something. There is not one comic book reader in the world that wouldn’t love a tour of the Marvel Studio at POW! Entertainment. Not one.
Consumers need to touch feel, taste, smell, and yes, remix your brand. This can be a good thing or a bad thing. But it allows another touch point of your brand that you weren’t expecting. Brand remixes spark innovation and can breathe new and untapped life into the brand. Remember, the more touch points a consumer has with your brand, the deeper the brand loyalty.
2- It Synergizes the Relationship Between the Brand and the Consumer
In the previous paragraph, I mentioned brand loyalty. But don’t think of it as “brand loyalty” per say. Just think of it as plain old-fashioned loyalty.
What does it mean to have brand loyalty? What does it mean just to be loyal?
Loyalty shouldn’t be sold (as many brands are guilty of. For example, email lists. Remember the DO NOT CALL fiasco?), and true loyalty can’t be bought. It possesses an emotional connection into the consumer’s lifestyle. And when it comes to comics, loyalty runs deep. When I design my own Nike Air Max’s, I’m taking possession of the brand. That’s what brand remixes do. It allows the consumer to possess the brand in such a way that it impacts their affinity towards the product or service in a positive way.
So, when you have a shot, take a look at some of the mashups between Marvel and Disney.
and Worth1000
Lesson: As a DC guy, I have mixed feelings on this. But as a brand evangelist, I always look for the opportunity to make brands more tangible. So when you have something amazing happen, make sure you listen to the under current below the headline. It’s there where you’ll find innovation and true consumer sentiment.
