Question

Topic: Strategy

Are Real-life Superheros Good For Branding?

Posted by Anonymous on 12/27/2007 at 8:59 PM ET 250 Points
Zero to Superhero ( https://www.zerotosuperhero.com ) is a non-fiction, self-improvement book and website that I've authored. It's been moderately successful in terms of sales, especially considering I haven't spent a dime on advertising (marketing so far has had to be viral due to personal financial limitations).

Recently, a real-life superhero contacted me (yeah, he dresses up in costume etc) after having purchased the ebook. He is extremely enthusiast about my work, and I'm wondering if or how much I should embrace the whole real-life superhero subculture.

So, should I integrate real-life superhero personalities into the content, or would it hurt the Zero to Superhero brand? Would it jeopardize the legitimacy of the work? My personal opinion is no, but I feel I'm too close to the work and need some outside opinions.

P.S. I think real-superheros are awesome btw, and I am the son of a comic book artist, so I've been immersed in that culture all my life.

Thanks in advance.
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RESPONSES

  • Posted on 12/27/2007 at 10:34 PM Member
    You didn't say whether the real life superhero has a following and does marketing for himself. If so that connection would be helpful to you since you aren't doing any on your own. How about a youtube video that connects this person with your book? That can start some great buzz.
  • Posted on 12/27/2007 at 10:45 PM Author
    Thanks for your response b9dhzel.

    Judging from my conversations with him, I'm pretty sure he doesn't have a following (or want one). He's a down to earth kinda guy who keeps his superhero status on the down-low.

    But there are others, and they likely do have followings.
  • Posted on 12/27/2007 at 11:27 PM Member
    I don't think the average person, who hasn't been immersed in the super hero culture all their life, would be comfortable with it. Recall the episode of "Spin city" when the councilman starts acting/dressing like a superhero and the girl dumps him because it's too weird? He didn't do anything "wrong" just made everyone uncomfortable.

    Just my 2 cents.
  • Posted by Jay Hamilton-Roth on 12/28/2007 at 8:57 AM Accepted
    I'm unclear if the real-world superhero wants to share his enthusiasm with his fellow superheros (at clubs, conventions, online, etc.) or wants to become a spokesperson for your existing ebook.

    You may have found a market niche for your book, and you may become a hero to them. Since you have an ebook, why not create a spin-off product for the niche, named from Zero to Real-Life SuperHero? You can integrate the special content and have this superhero help you to spread its word.
  • Posted by Inbox_Interactive on 12/28/2007 at 9:32 AM Member
    OK, I confess. What's a real-world superhero? Someone who has committed a genuine, super-heroic act?

    Your site already seems to use imagery containing comic book-like "superheros," so I'm not really sure what your question is.

  • Posted on 12/28/2007 at 10:23 AM Author
    Thank you Katie and Hazel for your input. Much appreciated and considered.

    Jay, great idea - seriously. I've been a lurker on this site for awhile, and I know how good you are. Thanks for jumping in.

    Paul, Zero to Superhero is a serious exploration into achieving above normal, even superhuman potential, and it uses fictional superheros for reference (and because they're certified cool). As for real-life superheros? I'm not so sure what the public perception is. Integrating real-life supes into the Zero to Superhero brand may either confuse the brand's narrative (ie: appear to encourage or advocate dressing up in costume in order to be an exceptional person or a real-life superhero, which the book doesn't), turn people off and/or harm the legitimacy of the content.

    So I guess what I'm asking (and you're right Paul, my question probably wasn't very clear) is: are my fears/suspicions correct? Would real-life superheros be good for the brand?

  • Posted on 12/28/2007 at 10:37 AM Author
    "Are my fears/suspicions correct, or would real-life superheros be good for the brand?"

    It's really just one question. Sorry, not fully awake this morning.
  • Posted by michael on 12/28/2007 at 10:47 AM Member
    Comic book super heroes never fail or fall. Real life ones do. The last thing you want is to be linked with a real hero who fails.

    One of my favorite things to do is to read old business books..1980's...and see if their predictions were right. If they're way off, I have a different sense of how much I can trust the author.

    For what it's worth, Drucker hasn't missed.

    Michael
  • Posted on 12/28/2007 at 8:16 PM Author
    Thanks everyone. All the best in the new year!
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