Marketers can learn lessons from self-made superhero Tony Stark, the fictional character behind Iron Man. As an ingenious ex-MIT engineer, he harnessed disruptive technologies to create the Iron Man brand from scratch. But now, in the real world, savvy marketers are following Stark’s lead by building, then launching technology prototypes and “minimum viable products” to help shape brands. Here are the key trends making this world a reality and six case studies which demonstrate this 'marketing-led innovation' approach.