Marketing people don't make great entrepreneurs. It's not their fault though, it's just that the process of analysing a market, scoping the opportunity and planning an entrance strategy usually turn up reasons to investigate further and to delay the action. Entrepreneurs, in my experience, take action first and then analyse after and there is a lot to be said for that approach, or at least for adopting a more action-orientated approach in marketing.
Sometimes marketers over-market things and the result is a personality-free and homogeneous result to branding, packaging, campaigns and well, anything. Sometimes, I think it's actually better to go with your own creative gut instinct.
Hollywood is the perfect example. How many films have been ruined by the marketing folks? The insistence of shoehorning in a child into most plots, to "tug on the heart strings", seems very de rigueur at most studios and it also ruins every movie where they do it. How's about just going with the original story which was written without a concern for average reading ages and whether "your average Joe" will understand it?
I'm told that the UK's average reading age is 8 years old. I don't understand that statistic though. If your reading age is that of an 8 year old, how do they measure an 8 year old's reading age - don't they have variations in ability at that age too? Are you telling me that all 8 year olds are exactly the same? If not then that statistic is meaningless. A quick aside, what is the optimum reading age? Is it like sexual peak or do we keep getting better until senility hits?
Anyhow, back to the title of this blog, marketing superheroes. A strange title considering the content so far, but then again I am hoping your reading age is in double figures and you'll appreciate the depth of message here. The point I'm trying to make is that Superheroes would not exist if marketing departments were charged with their creation. Let's take a look at a few examples:
THE INCREDIBLE HULK
The Incredible Hulk would never have happened if it was left to marketing people. Here's why. First off, he is the result of gamma radiation. That doesn't sound good does it, an accident? No your marketing department would consider this too unfortunate and not nearly inspirational enough. In today's society he would be green because he was put on Earth by mother nature to protect the planet from smog and other nasties.
The unmistakable fact that he is green would not be ignored, it would be a cornerstone of the "Hulk" brand, although the name would have to go of course. The "Hulk" would be about green and reducing CO2 and punishing people who pollute the countryside. When I say punish though I need to establish what punish means. The Hulk wouldn't actually harm anyone, he would help them, he'd be a non-violent pacifist who would be more liable to hug you than hit you.
Now for the prickly issue of his name. It's far too marginal and a little offensive. No, no, no we can't have Hulk - how's about Giant instead, the Incredible Giant? Although that doesn't consider the green bit. So what about The Incredible Green Giant? Getting there, but there's something else, can we really say he's incredible, is that credible? No, it probably isn't, so let's go with "Green Giant". Perfect, it says the right things and is "bang on" in terms of branding and merchandising, we could even sell peas using him to promote them.
You can see why marketers should be used carefully, otherwise you end up with a dumbed-down, safe-for-the-masses, nothing.
Spiderman would become "The Worldwide Web". Superman would become "Average Person" and as for Batman, he'd probably be re-packaged for the pink pound, not that much re-packaging would need to be done.
Sometimes, I believe, we should follow our gut instincts. We are not a danger to ourselves by going with what we instinctively feel we should do, most of the time at least - although admittedly a quick search of YouTube will show you lots of examples to the contrary.
Over analysis paralysis is all too common in most marketing departments, maybe it's time to take action people!
