Archive for 25 June 2008

Learning to Fail

By now you’ve surely seen the ads for The Incredible Hulk movie starring Edward Norton. And, if any of you have young children or grandchildren, you might remember that there was another Incredible Hulk movie released not so long ago.

And you’d be right. In 2003 Marvel Comics revived the Hulk with a “major motion picture” with the intent to cash in on the successes of Spiderman (another Marvel comic), and Batman (a competitor). The eagerly awaited movie turned out to a major disappointment however, serving up more Bruce Banner than Hulk, and focusing on the despair and psychological trauma Banner creates and feels every time he lets his emotions get the best of him. Fanboys panned the movie, reviewers were lukewarm at best and the box office was terrible. 

The 2008 version starts off by rewriting the history established in the 2003 movie; it’s basically one big do-over. The 2008 Hulk is angry, aggressive and does a lot of smashing…which is what people who go to Hulk movie want to see. 

Marvel Comics had a very expensive and very public failure delivering on a brand promise to a target market. And, to the tune of another $150 million or so, they decided to demonstrate to that disappointed target market that the company heard, understood and was willing to do something to make it up. 

Now not everyone (ha!) had $150 million available to rethink, rework, repackage and revise a product to better fit the market, but the question for you is: What do you have (product, service, image, etc.) that isn’t quite fitting with your target market…and what are you willing to invest to fix it? 
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25 June 2008 at 4:07 pm 2 comments


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