Batman’s Secret Superpower
The incorruptible power of fear.
All the people who say that Batman is their favorite superhero almost always say so because he doesn’t have a super power, and yet, the Dark Knight still somehow manages to command a sense of authoritarian respect among his colleagues and worst enemies by sheer force of will and intellect. So it seems that the idea that makes the Caped Crusader so appealing is that compared to most heroes, Batman doesnt have any superpowers at all.
But what if he secretly does?
I’m not talking about super strength, or super speed, or the ability to eat…things. This secret superpower is part of Batman’s mental genius to some extent, but I would say it has more to do with his execution of said power rather than his sheer brilliance.
So the question is, what does he do that makes criminals afraid to go out at night?
Here’s the answer: Batman is a…marketing genius. There, I said it. That’s his superpower. Boom! Case closed.
But let’s explore this idea for a moment. I would never profess to be a marketing expert, but then again, who is? Strategic advisor Steve Tobak wrote, “If you ask 10 CEOs to tell you what marketing is, you’ll probably get 10 completely different answers. And get this. If you ask their marketing veeps the same question, you’ll get the same result. Marketing defies definition. It confuses everyone, even those who do it for a living.”
So now I feel justified in talking about marketing even though I have no clue what I’m really talking about. But I can recognize good vs. bad marketing when I see it. I mean, just take a look at Batman V Superman’s hilariously confusing marketing plan that has left everyone scratching their heads in wonder and amazement. Seriously, what the heck is going on with that movie? You kind of have to wonder if they had a marketing plan to begin with. (But be real, you’re still going to go see it anyway. Cause you know, Batman’s in it…)
But for as little as I know about marketing, I’ve picked up a few things about it along the way that have stuck with me. And you can see these ideas play out mainly in my favorite Batman movie: Batman Begins. As far as I’m concerned, Batman Begins is the quintessential Caped Crusader experience. For as great as the Dark Knight was, I still hold Begins up as the superior movie. Yes, Heath Ledger did an overwhelmingly fantastic job as the Joker, but at the end of the day, Joker’s just crazy, whereas Bruce Wayne is a layered, complex character that’s almost impossible to get right on an pathos level. But the Dark Knight trilogy in general gives us a clear glimpse of what we’re about to talk about.
Here’s a quick list of a few marketing ideas you need to sell a particular product that are in no particular order, and I’ll also explain how Bruce Wayne implements these ideas into his fabricated myth.
First, you actually need a product to sell. Batman is a little different from a company in the fact that what he’s selling, he’s giving out for free with a punch to the face. Batman’s product is justice. Sweet juicy justice. He’s not interested in selling his product to you, he’s going to give it to you whether you like it or not with a Chuck Norris style roundhouse kick to the head.
Second, you need an audience, and not only that, you need to know how to target your audience effectively. This one’s easy: Batman’s target audience is the criminal element of Gotham. They’re not hard to find as long as you know where to look. Take Batman Begins for example, he spends a good chunk of his youth joining in with the criminal underground in an effort to understand not only how it operates, but also what it feels like to be a criminal; to truly understand what desperation and greed can do to a person. This allows Bruce to understand the criminal mindset which allows him to target them more effectively later on as the Dark Knight.
Third, you need to know how to brand your product. This is where Batman really shines. Bruce Wayne is a businessman, right? He knows a thing or two about branding from his business excursions and managed to bring that knowledge over to his Dark Knight persona. This comes specifically in handy when it comes to Batman’s logo. He knows that for a brand to be effective, it needs a logo that is simple, memorable, and that can be seen anywhere. Take the Bat Signal for instance. The Bat Signal is intregal to Batman’s operations because it keeps Batman consistently in the heads of his enemies. As Frank Herbert puts it in the classific sci-fi novel, Dune, “Fear is the mind-killer. Fear is the little-death that brings total obliteration.” Batman understands that if he can keep fear in the minds of criminals on a daily basis, he’s already won half the battle.
As Wayne explains in Begins, “People need dramatic examples to shake them out of apathy and I can’t do that as Bruce Wayne. As a man, I’m flesh and blood, I can be ignored, I can be destroyed; but as a symbol…as a symbol I can be incorruptible, I can be everlasting.” Apple has proven over and over again that it is successful in part not because of its great products, but how their products make you feel. Bruce Wayne understands this philosophy and utilizes it to his absolute advantage.
Fourth, word of mouth. Paid advertisements can only get you so far in a marketing scheme, especially when there’s a superior alternative that acheives far greater results. Batman understands that he can’t accomplish his goals if no one is talking about him. He can’t do his thing if the criminals aren’t already scared of him before he even shows up to bash some heads in. He shrouds himself in a veil of mystery and horror to make sure the criminals he encounters sure as heck spread the message around for him so he doesn’t have to. If people aren’t talking about your product, chances are they’ve already forgotten about it. Take for instance that iconic scene in Dark Knight where the Joker shows up to crash the mob leaders get together. Wayne was so successful in his mission as the Batman that the mob leaders had to talk to each other which cemented his status as their ultimate nemesis. As the Joker said, “I know why you choose to have your little, ahem…group-therapy sessions in broad daylight. I know why you’re afraid to go out at night. The Batman.”
So there you have it. Batman has a product, he knows how to target his audience, he has a memorable logo and relies on word of mouth to spread his brand of fear and justice. Batman isn’t who he is just because he can beat up criminals, it’s because of his ability to make criminals feel fear on a primal level. While other superheroes have elements of these traits, Batman is unique because of his persistence and devotion to the product he’s handing out for free: a good kick to the face.
So what do you think? Can marketing be a superpower? (Hey, if making plants grow is a superpower, then anything can be, right?)
