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Batman Branding for Remarkable NFPs – Part 3: Evolving Your Brand? Then Build Your Brand Mythos

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He’s seventy-eight. And one of the most iconic characters ever created. But it wasn’t by accident.   Since his debut in 1939, Batman’s mythos has evolved and transcended his comic book birthplace. He now features across every media platform – print, digital, TV, movies, gaming – and you’d be hard pressed to find anyone, of any generation, who doesn’t know him.   This final article explains how the Batman brand has evolved and become a legend of brand storytelling.     What makes a brand great? Many things. But for Brand Batman, it lies in two central things: his mythos and his humanity. His power isn’t drawn from chemicals, radiation or intergalactic magic – he’s human. It lies in his extraordinary motivation (his origin story), willpower (knowing what’s at risk) and focus (his purpose). Combined, those have become his mythos. And your NFP brand, needs one too. Everything you do to...

Batman Branding for Remarkable NFPs – Part 2: Know What’s at Risk for Your Customers

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Heroes and villains. Batman and Bane. On the bell curve of all people, they’re the outliers, the extremes. Which one is your NFP?   Most people would say the former… but how were the people of Gotham inspired? Who gave them the right story and reason – the one that changed them from bystanders to participants?   The second of three articles explains the different ways Batman and Bane evoked the people of Gotham City and how, for your NFP to do the same, you need to ask-and-answer four questions…     Are heroes born or made? Both. In the case of Batman, he was made from the tragedy of his childhood. Just an ordinary person, who in a time of crisis, was inspired to rise up and become a reluctant hero. And there’s been others, at other times, for other reasons. But there’s also those who’ve fought the hard battle and then realised… they’re on the wrong side. They’ve mistakenly believed...

Batman Branding for Remarkable NFPs – Part 1: Rediscovering the WHY of Your Brand

By in Branding, Business, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

The Dark Knight. The Caped Crusader. The Winged Avenger. No matter the name, there’s no superhero like Batman.   His origins are human and he has no superpowers, but he fights for what he believes and wins our hearts.  So why do we love him? Simple. He knows his calling.   This, the first of three articles, explains how your NFP brand can be remarkable – like Batman – by truly knowing (and owning) your purpose.     Batman knows his beginnings. All too well. His alter ego, Bruce Wayne, describes the trauma of the night his parents died, as when “all sense left my life.” It becomes his mantra and the driving force behind his life’s work — and the reason why he relentlessly pursues its fulfilment. Like Batman, all great brands have a deeper purpose. They’re acutely aware of the underlying purpose for their product or service. Be it for-profit or not-for-profit, powerful brands such as...

Gen C: The Generational Marketing Hybrid

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A market-making merger has happened.   You didn’t know?   In the last of this Generational Marketing series, we go full circle and see how, instead of separating ageist cohorts, the emergence of Generation C binds generations together.     Yes, that’s the newsflash. M&Ms and chocolate bars have merged – creating a deliciously successful conglomerate. It’s a whole new category.  No longer just separate crunchy colours, M&Ms are now bound together, in a block of choc-yumminess. And… you may recall, at the beginning of this series, that I likened generational marketing to sorting M&Ms into colours: “each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.” Generation C breaks that mould. Instead, its closest likeness is the new M&M Block – a mashup of previously distinct and ageist cohorts – bound together by the...

Is Your Brand Ready for Gen Z? The iGen is growing and mowing down brands

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Move over. The Centennials are on their way.   They’re WiFi enabled and unsurprisingly, in the not-so-distant future, they’ll be forcing brands and businesses to change their ways. Again.   The fifth of this 6-part Generational Marketing series, highlights how the first cohort of this generation – now a mere 16-20 years old – are already being depicted as difficult to engage, extremely design conscious and have exceptionally high expectations of all brand activities, especially digital.     Surprising. That’s what Generation Z are, once you get to know them. Sadly, though, as young as they are, they’ve already been written off as having the attention span of a gnat. But much of that, is the older ‘generational rite’ of complaining about ‘the kids these days’ and is loaded with preconceptions, stereotyping and biases. If instead, you try to glimpse the future through their eyes, you may...

The Millennial Motherlode: Gen Y are the new money-makers

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There’s almost an entire lexicon devoted to the Millennial generation   However, one word stands out among the mostly negative things said about them: special.   The fourth of this 6-part Generational Marketing series explains that despite all their narcissistic baggage, Gen Y will likely prove that word true and in doing so, deliver a motherlode of money to ‘right-fit’ businesses.     From the time they were born, Gen Y basked in the focused attention of their Boomer parents. They were told they were ‘special,’ that they could be whoever they want to be and that they could do whatever they were passionate about doing. But reality happened. And when you’re set up to believe you’ll lead an extraordinary life and an average one happens, you’re bound to be disappointed. So they’re bitter. Self-centred. And feel they’re entitled. But it’s pointless to complain about them. Why? Because it’s...

Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

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They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice.   Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.   The third of this 6-part Generational Marketing series, highlights the ways Gen X has influenced the generations before and after them… and what that means for you.     You could say, that Generation X are the X Factor. Why? Because compared to the generations proceeding and following them, they’ve always had an indescribable ‘something’ you couldn’t put your finger on… an unpredictable influence. And they’ve always been able to push your buttons psychologically: making you feel good or inspired, pissed off or aggravated, challenged or...

Back to the Baby Boomers – Why going back in time is still a goldmine

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“Does she… or doesn’t she?“   In the mid-50s, this legendary Clairol campaign was a breakthrough for the salon industry. It removed the stigma of colouring your hair, bankrolled the era of big business in salon services and catapulted women into the box seat of personal spending. Six decades on, the women of that generation are undoubtedly still your most valuable customers.   The second article of this Generational Marketing series explains how the Baby Boomer generation epitomised the word ‘consumption’ and are still driving spending.     Let’s start at the very beginning. Everything we know about mass marketing, advertising and big brands was born in the late 50s and early 60s – the post-war era of relative prosperity and burgeoning consumerism. Suburbia was expanding, manufacturing was in full swing and it was the birth ‘boom’ of the first real consumer market of young...