Mike Stern always enjoys looking for the great analogy for storytelling and brand-building. Today, he hits the jackpot, showcasing a pop culture legend celebrating a major milestone. Despite his advancing age, our hero is still faster than a great Internet connection and more powerful than a smartphone processor. Read on. – FJ
Just four or five years older than Paul McCartney and Mick Jagger, Superman is celebrating his 75th anniversary this year. And much like those two eternal Classic Rockers, the Man of Steel is as vibrant today as ever.
Coming off a big movie earlier this year with plans already announced for a sequel, everyone’s favorite Kryptonian is in great shape today.
To celebrate Superman’s diamond anniversary, DC Comics teamed Man of Steel director Zack Snyder with animator Bruce Timm to create this 2-minute compilation video that chronicles nearly all the incarnations from across the years of the character who originally debuted in Action Comics No. 1 back in 1938.
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While I’m not nearly a big enough fan to catch all subtleties of this video, it piqued my curiosity, so I took a moment to glance through this article on the DC Comics website that breaks down this short on an almost frame-by-frame basis. Reading through it, I started to notice a number of interesting brand-related lessons that apply to any station contending with the pros and cons of having a long history.
- Superman’s branding continually evolves: The Man of Steel’s costume and even the legendary “S” on his chest have changed repeatedly through the years. Watching the video you’ll notice several different versions and when the movie came out this summer, fans were quick to point out that actor Henry Cavil’s chest showed off another new evolution. Being willing to adapt and update the look of a brand while staying true to its roots isn’t easy, but it can be an important part of insuring your longevity.
- Superman adapts with the times: The Man of Tomorrow (as he was once called) has gone through a number of phases: a more innocent feel in the ‘60s; a campy, cartoony approach in the ‘70s; the all-American appeal of Christopher Reeve in the ‘80s; and of late, a somewhat darker approach that even included his death at one point. The curators of Superman’s brand have consistently monitored the mood of the audience and tried to reflect it in their programming – something great stations must also do in order to remain relevant.
- Superman needs new cume, too: The video includes a reference to a storyline from the 1960’s where it’s noted in the DC Comics article, “Superman turns Lois black so that she can both experience life as an African-American during this tumultuous time of mistrust and segregation and effectively report on what she finds.” There are also references to a fight with boxer Muhammad Ali (which, by the way, Superman loses) and of course, the aforementioned “Death of Superman” storyline. Each of these unique plot arcs was certainly unveiled with the hope of grabbing headlines and gaining attention from people outside Superman’s existing readers/viewers. Or put another way, they were attempts to infuse some new cume into the franchise which even heritage stations must do regularly.
- Superman is multi-platform: In addition to comics, movies, and television shows, Superman can be found in video games (note the first Atari 2600 version in the video), he had a radio show, and his face is on an endless parade of merchandise. There are numerous Facebook accounts for Superman assets (movies, etc.), but I could not find him on Twitter. The brand can be found almost anywhere its fans are, and so should your radio station and your key personalities.
- Superman is fan friendly: Next year marks the 36th annual “Superman Celebration” – a festival that brings together followers, celebrities, and other activities. Where else? But in Metropolis, Illinois.
In much the same way as consultant Michael Brandvold talks about how the rock band KISS has moved and adapted with the times, the Superman franchise has proved to be venerable (not invulnerable!).
It’s not easy to maintain a brand over the years and even Superman has had his ups and downs — such as Superman Returns from 2006 – which isn’t acknowledged in this video. But for the most part, following in Superman’s footsteps should help move your brand toward being bulletproof.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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