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The Super-Power Of Being Tuned In
June 11, 2013
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Superman is regarded as the most influential and popular of the DC Comics heroes. Created in 1932 and first appearing in Action Comics #1 in 1938, the superhero has gone on to appear in various radio serials, television programs, films, newspaper strips and video games. The character was created in the '30s and has managed to not only survive but to be successful for 81 years!
This is what I call a company, a service or a person who is "Tuned I"n to their format. Remember, a great format consists of three things: unique content, a compelling, memorable personality, and a consistent marketing campaign that constantly reinforces these traits. The goal of any format is to own your category. You want to be number one.
Superman's creators and the folks at DC Comics understand this idea perfectly and used this formula to create a format leader back in the '30s. But the really special part is through many years and various levels of people and new ideas, they have managed to stay focused and stay disciplined to the foundation of the character in keeping the franchise not only successful but on top for almost a century.
Look at the evolution of the franchise from wikipedia.org. The part that shows where the franchise is really "In Tune" to their format comes from this statement.
"Editors and writers used the process of 'retroactive continuity,' or 'retcon,' to adjust to changes in popular culture, eliminate restrictive segments of the mythos, and permit contemporary storylines. These changes are intended to retain the core elements that make Superman an iconic character."
Tuned In Fact: Brands can be changed, but only infrequently and only very carefully.
DC Comics knows how to evolve a format the right way and keep it fresh for future generations of fans. To be successful your format must be different and be memorable!
1. Being the same means someone must win, and it may not be you!
2. Be top-of-mind by leaving a good lasting impression!
3. Modernize and personalize to be remembered!Is your format super?
Tuning in to a better you, just like building a Superman franchise, starts with knowing yourself and identifying your unique passion; the compelling, memorable personality traits, and then consistently marketing that in a frequency that will give you leadership. Lead with the stuff you own and don't try to be anything that you are not.
With all the other superheroes who have appeared on the scene since Superman, the writers could have easily tried to make him all kinds of things, but they didn't because they understood what core elements make Superman an iconic character and have stayed true to that throughout their history. If they started adding elements or making him something other than what he is known for, people would lose touch with who he really is and ultimately tune him out.
Take a moment and write down three pieces of content you can use consistently to make connections with yourself and others. What are you famous for? Just as Superman realized he possessed powers far beyond those of mortal men and used his powers to help others, Identify your unique personality traits and the things that make you stand out ... that make you unique and make you super.
Now start leading with this content every day instead of trying to be all the things you are not, and before you know it, you'll be leaping tall buildings in a single bound and have a super-franchise for many years, too!
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