Most brand identities fall into one of two groups: simple logotypes, like Superman\'s big red "S", and symbolic branding systems, like Spider-Man\'s spider and webbing. Which one has more power in the marketplace? Which one does your company have?

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Published by Makovsky + Company Volume 24/Number 7
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the power of specialized thinking
Superman vs . Spider-man
How to give your brand identity super powers.
Let’s say Superman and Spider-Man Superman’s generic logotype. transformed agrarian societies into
got mad at each other and decided industrial cultures, a brand’s primary
to duke it out in the street. Who ID does not equal identity. purpose evolved from identifying
would win? an object’s owner to identifying an
On the basis of their superpowers, Originally, brands were nothing object’s manufacturer: This cup was
it’s a no-brainer. Super strength, super more than ID tags (the word “brand” made by Cellini. This beer was made
speed, super senses and, of course, is derived from the Old Norse brandr, by Löwenbräu.
the power of flight would easily defeat meaning “to burn,” referring to the Still, the object was just identifica-
mere web slinging and wall climbing. practice of burning a crude symbol onto tion. As such, commercial brands
But what if they decided to slug it a piece of property). The intent was were generally signified by a logotype,
out in the marketplace? simply to indicate that a certain object the company’s name or initials in a
The answer is not so clear cut. In belonged to a certain person: This is proprietary typeface.
fact, Spider-Man’s superior branding Einarr’s cow. This is Thorvald’s axe. Superman’s famous red “S” is a
system gives him a decided edge over But as the industrial revolution classic example. What does it mean?

2. Nothing, really. The colors are bright, and the pentagram wasn’t until 1977 that the now-famous apple symbol was
badge is kind of cool. But there are no cues to his powers or introduced. As former Apple executive Jean Louis Gassée
his commitment to truth, justice and the American Way. It’s described it:
just an “S” for Superman.
The brand has been identified. But it has no identity. “An apple, bitten into, all crossed with the colors of the
rainbow in the wrong order. You couldn’t dream of a more
The power of symbols.
appropriate logo: lust, knowledge, hope and anarchy.”
By the middle of the 20th century, with the explosive
growth of mass market culture, brand identities had to take Your brand as superhero.
on an added responsibility: To give consumers an idea of the
brand experience — before they experienced it. So what kind of brand identity do you have? Are you a
Faced with a crowd of seemingly interchangeable alter- Superman or a Spider-Man? A big red “S” — or a spider-based
natives, prospective customers and clients naturally gravitate branding system?
towards brands that provide the strongest symbolic cues. Not If your company is a well-established market leader, with
just typography, but iconography and colors that resonate on universal name recognition and high brand awareness, it may
a physiological as well as psychological level. not matter. But if you’re a start-up, a challenger, or anyone else
Of course, the logotype school still has many adherents, who needs to strengthen their presence in the marketplace,
particularly with mature companies and categories that, like here’s some advice:
Superman, date back to before the 1940s. But it’s the symbolic
approach to branding that packs the strongest punch in 1. Lose your secret identity. It might make sense for
today’s marketplace. Superman to disguise himself as mild-mannered Clark
In the world of superheroes, nobody does it better than Kent, but the most powerful brands offer strong visual
Spider-Man. According to the story, Peter Parker was bitten by cues. Don’t rely on your name or initials alone to convey
a radioactive spider, and as a result, acquired the powers of a your brand message.
spider. So his branding system includes that famous arachnid
icon, webbing and other cues to his powers, origin and general 2. Focus on your true powers. What do you do for your
approach to crime fighting. customers? What problems do you solve? The clearer you
are about what you offer prospects, the clearer you’ll be
The undisputed champion. about what you should look like.
The growth of symbolic branding is not just a packaged 3. Find your spider. Like Spider-Man, an evocative,
goods phenomenon. There are just as many technology, provocative icon can become the foundation of your
financial and professional services companies employing entire branding system. It won’t be easy to find — but
symbolic branding to strengthen their positions: it’s well worth the effort.
Cisco. Citibank. Lucent. Accenture.
Thomson Reuters. And the undisputed Above all, remember: Your brand identity is not just
champion of brand symbolism, Apple. something pretty that you stick up at the top of your letter-
Interesting factoid: The first Apple head. It’s your company’s superhero, guarding the organiza-
logo was actually a picture of Isaac tion, projecting your values and vision, and protecting against
Newton sitting under an apple tree. It your competitors and other evil-doers.
About Makovsky + Company
Founded in 1979, Makovsky + Company (www.makovsky.com) is today one of the nation’s leading
independent global public relations and investor relations consultancies. The firm attributes its success
to its original vision: that the Power of Specialized Thinking™ is the best way to build reputation, sales
and fair valuation for a client. Based in New York City, the firm has agency partners in more than 25
countries and in 37 U.S. cities through IPREX, the second largest worldwide public relations agency
partnership, of which Makovsky is a founder. Makovsky is co-founder of Interraction, a consortium of
experts working together to address the risks and opportunities presented by climate change.
1 6 e a S T 3 4 T H S T r e e T, n e W Y O r K , n Y 1 0 0 1 6
Contact Timothy Kane, eVp T: 212.508.9600 F: 212.751.9710
Branding + interactive W W W . m a K O V S K Y. C O m
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