We spend too much time focusing on our people problems.
Angry customers. Upset employees. Today, your people can’t
be a problem. That’s because they have the potential to be your
brand’s biggest asset. But only if you embrace them online and
off as the superheroes that they are.
Superheroes have always given people hope. From saving the
world as we know it to giving voice to the underdogs of
society, heroes and their stories have helped us overcome
odds. They’ve also helped us achieve amazing things.
Superheroes can help your brand too. But like those classic
comics, your heroes may be hiding behind secret identities ...
Your heroes are hiding in plain sight. They’re hiding behind
secret identities within your company’s four walls. Your
employees, vendors, suppliers, and other strategic partners
can be a key part of your superhero team.
You also have to look outside of your company. Many of your
brand’s best ambassadors are already a part of your
community online. They may even be customers. It’s your job
to unite them.
Would you ﬁght crime for your plumber, milk brand in your
fridge, or video hosting software? Nope. Not unless their
mission beyond the product matches what your community
By embracing comic concepts to assemble your ambassadors
— the superheroes of your brand's community. Unite!
Organize! Save the world!
NICK WESTERGAARD is Chief Brand Strategist at Brand Driven Digital, where he helps build
better brands at organizations of all sizes — from small businesses to Fortune 500 companies
to the President’s Jobs Council. He’s also the author of Get Scrappy: Smarter Digital Marketing
for Businesses Big and Small. An in-demand speaker at conferences throughout the world, he
also teaches branding and marketing at the University of Iowa and hosts the popular On
ERICA MCGILLIVRAY spends a ridiculous amount of time being geeky, both professionally and
personally. At Moz, she's the senior community manager, wrangling 500,000+ people and
co-running their annual conference MozCon. Erica also is a founder of GeekGirlCon, is a
published author, and has a comic book collection that's an earthquake hazard. Follow her at