Brand Repositioning

Project Objective(s):

Choose a currently relevant brand from the Dow 30, or Dow Jones Industrial Average (DJIA), that can benefit from the foresight, imagination, and strategy needed to retain their cultural and economic position in the global marketplace and/ or may not withstand the political, environmental, social & economic challenges that lie ahead

Through robust critical analysis, you must forecast trends, identify business and brand opportunities, and create product innovation frameworks needed to insure one DJIA brand can sustain and succeed today, and thrive in an uncertain future.

About Marvel:

Marvel is a U.S.-based storytelling powerhouse and leading entertainment brand known for their relatable and compelling superhero characters and narratives. Marvel offers storytelling through comic books, TV shows, games, and films. Owned by The Walt Disney Company, Marvel is divided into two main subsidiaries: Marvel Entertainment, LLC and Marvel Studios, LLC. Marvel Studios is the film and television division known for producing the Marvel Cinematic Universe (MCU). Originally, the MCU's characters were first introduced by Marvel Comics, a comic book publishing house owned by Marvel Entertainment, LLC. In the recent years, Marvel's market share has declined as they have progressively lost touch with the cultural zeitgeist by prioritizing profit over product quality.

Challenges:

Storytelling and myth are the cornerstones of Marvel’s brand, however, if they fail to accurately reflect cultural shifts and current issues within their narratives, they will lose the impact and ability to create meaningful connections through the superpower of mythic storytelling. We must…

• Expand the Marvel Universe to ensure success through new industry ventures and brand extensions

• Write culturally relevant stories that better reflect the current times.

• Create a deeper, more meaningful connection with the audience through stylistically diverse storytelling

insights:

• The changes in Marvel's narratives and characters from the comics to the movies has created a sense of separation between the spectator and Marvel’s Universe.

• Marvel is no longer the great storyteller of history it once was but has become a fictional entertainment producer valuing quantity over quantity.

• Marvel fans are in search of narratives that better represent current struggles of the times, such as: emotional acumen, encouragement, and empathy.

• The "superhero" genre is suffering within the Gen Z demographic, because of its lack of relatedness to the current societal and cultural landscape.

thesis summary:

Storytelling is about human connection. Human connection is formed through mutuality and empathy. We appeal to mutuality because we all want to feel a sense of belonging and we relate to empathy because we all have feelings. Good storytelling is a result of combining these elements to foster human connection. Marvel must tell stories that better reflect current culture and build authentic connections with their audience.

Repositioning:

Reshaping the Marvel image to embody the characteristics of their beloved superheroes–nobility, bravery, compassion, conviction, and humility, whereby transforming them into an actionable, community-focused brand that contributes more to society than fictitious heroes—a brand that strives to encompass heroic values in real life… shifting from hero to heroic by

Empowering everyday heroes across all communities through heroic storytelling
Creating a more inclusive, equitable, and cross-cultural universe
Positioning Marvel as an “actionable” brand
Sharing about equity and different social perspectives live in diverse communities
Shifting the focus from product-first to people-first
Highlighting diversity and inclusion