Look! Up in the Sky! It’s.. who?!
When I was growing up, Superman was my favorite superhero. I had the figures, watched “The Super Friends” on Saturday mornings, and even dressed up as him (Clark Kent disguise and all). I’ve seen every Superman movie- yes, even the “Quest for Peace.” So, when I read that DC Comics was going to reboot the Man of Steel, I was intrigued.
Then I saw this.
I thought, “This isn’t Superman or even Superboy, it’s Emo-boy.”
The sexy word to use when companies or industries want to change something is “reboot.” That’s what DC is trying to do with Superman. I couldn’t be more disappointed. The comic publisher intimated they patterned the updated “Man of Steel” after “Twilight” star Robert Pattinson. Here is what DC said about the new Superman:
“We wanted to tell a story that’s hip, sexy and moody,”
When I think of Superman, I don’t think of any of those and why is that a bad thing? Moody would be Batman because that fits the character. Sexy? That’s Wonder Woman. Hip? I don’t need my superheroes to be angst-ridden teens that wear hoodies.
I think it’s a marketing mistake to take an iconic character and change his mood and look. Even “CBS Evening News” anchor Katie Couric questioned the move.
To me, this is another example of not respecting the brand. When Gap changed it’s logo (they’ve since decided against it), I understood what people were saying and thought people would still shop there, regardless. However, I strongly believe it was a case of executives not understanding or respecting the Gap brand. You don’t change something that works and that means the logo.
DC is trying to sell comic books and I understand this. But, you don’t need to pattern Superman after someone else to get people to buy it. A good story will do that.
Is DC disrespecting the Superman brand or is the “reboot” a good idea? Let me know what you think.
Posted on October 27, 2010, in Branding, Hot Topic, Marketing, Media and tagged branding, Clark Kent, DC Comics, Gap, Jason Mollica, Man of Steel, Marketing, Robert Pattinson, Superman, Twilight. Bookmark the permalink. 5 Comments.