Summer is comic book
season in the entertainment world. Blockbuster movies pop up in theaters. Major
video games debut at E3. Kids have their comic related clothing. Crossovers
dominate the comics market, but mainstream media doesn't notice that unless
Superman or Captain America die (again). The interest in the comic characters
is arguably highest in the summer, but that interest is often focused on the
'secondary' market, not the source material.
Why? What makes a
superhero based TV show or movie so popular? More importantly for our purposes,
why does comic related merchandise sell
so well every year? I originally explored this idea in an earlier post (See
Making
Comics Isn’t Really About Making Comics Anymore). Now I'd like to explore
the social and emotional aspects of licensing, and those factors can help the
independent comic creator.
Disclaimer: Most of my other posts
have discussed the legal aspects of the comics industry, but this will be more
of a pop culture analysis. While I don't have an anthropology or sociology
background, these ideas come from the time that I've spent working and
observing consumer behavior as it relates to licensed goods at Central Park
Media, Marvel and as an independent consultant.
The Definition of Cool
There is no practical difference between a plain white t-shirt and a white t-shirt with a Batman logo on it. Both of them protect you from the elements and get you into restaurants that have a 'no shirt, no service' sign. But the Batman shirt can cost twice as much as a plain t-shirt. Why? Some might say 'because it's cooler than a plain old t-shirt.' That might be true, but what makes it cool?
There is no practical difference between a plain white t-shirt and a white t-shirt with a Batman logo on it. Both of them protect you from the elements and get you into restaurants that have a 'no shirt, no service' sign. But the Batman shirt can cost twice as much as a plain t-shirt. Why? Some might say 'because it's cooler than a plain old t-shirt.' That might be true, but what makes it cool?
A person who likes Batman and owns Batman
merchandise gains three benefits that have nothing to do with the practical
uses of the items. Those benefits are identity, community and nostalgia.
Personal
Identitification: When a person relates
to a character or a story, their connection to that brand increases. It could
be Superman's morals, Wolverine's rebellion or Batman's determination that
we aspire to. It could be the emotional impact of stories like Watchmen or Kick
Ass or the wit of characters like Iron Man and Spider-Man. Wherever that
connection comes from, a reader sees themselves (or wants to see themselves) in
the characters they love. They
emotionally identify with that character and on a certain level, the
merchandise they wear is an expression of that identity.
Community Acceptance: Humans are social animals. We like to organize
ourselves into groups based on some defined characteristic. We are also highly visual
creatures. We make decisions about people based on what we see. When we see someone who we perceive to be similar
to us, we are more likely to accept them and feel a sense of connection to them,
however small that connection might be. This is easiest to see in children. Two
boys meet for the first time in the park. Both are wearing Batman t-shirts.
"You like Batman! I like Batman too! Let's play!" Now they're
friends, very little additional interpersonal screening between them.
Emotional Nostalgia: Merchandise
can be a subtle reminder of a past experience with, the power to evoke much of
the initial emotions. If you have fond childhood memories of watching
Batman cartoons, the Batman t-shirt can act as a kind of artifact. It can bring
your mind back to a pleasant event in your life and impact your mood whenever
you see it.
Not Just for Comics
It’s a mistake to think that the identity, community and nostalgia concepts are unique to comic geeks and unsophisticated children. Groups on every level of society share the same qualities. They just use different products. A man might express his wealth and status with his Mercedes or his Rolex. A woman can instantly accept or reject another woman because of her Prada handbag or Gucci shoes. A football fan has a connection to the jersey he wore when his team won the Superbowl. The baseball fan has his signed glove. In a larger sense, consumer products on every level use logos to evoke emotional responses in order to sell goods and services. Starbucks, Apple and Nike are universal examples of logo and merchandising power.
It’s a mistake to think that the identity, community and nostalgia concepts are unique to comic geeks and unsophisticated children. Groups on every level of society share the same qualities. They just use different products. A man might express his wealth and status with his Mercedes or his Rolex. A woman can instantly accept or reject another woman because of her Prada handbag or Gucci shoes. A football fan has a connection to the jersey he wore when his team won the Superbowl. The baseball fan has his signed glove. In a larger sense, consumer products on every level use logos to evoke emotional responses in order to sell goods and services. Starbucks, Apple and Nike are universal examples of logo and merchandising power.
The Cure for
Oversaturation
With all the merchandise, logos and product placement in our society, why would an independent artist want to add to the wall of noise by selling his own stuff? The answer is evolution.
With all the merchandise, logos and product placement in our society, why would an independent artist want to add to the wall of noise by selling his own stuff? The answer is evolution.
There was a time when
certain characters, logos and stories were popular with a small, but passionate
audience. Success and mainstream over time acceptance elevated those properties
into the icons that we have today. Now they have become diluted and altered.
The sense of community they created has extended so far that it covers almost everyone.
Ironically, the wide appeal of a character all but eliminates the original
connection the first fans had to it. (See Ninja
Turtles: From Parody to Property) People inevitably seek out new characters
and icons to identify with. They look for smaller, more passionate communities
to connect with. The independent artists
of today can create the icons of tomorrow if they decide to extend their work
beyond the page and into everyday life.
The Power of Story
How does an artist create an iconic character that translates into a successful licensing property? Two of the keys are appeal and evolution. Appeal comes from good stories. No matter how unique and merchandise ready your character might be, without great stories readers, won't identify with the character, connect with other readers or feel any nostalgia for the property. Evolution comes from a consistent relationship between the character and society. Comic book icons like Superman and Batman are more than 70 years old. Each one has changed with the popular culture, and target audiences, to create identification without losing the core concept of the character. The image is what goes on the item for sale, but it is the story that makes the property successful. (See Image and Story: The Role of Copyrights and Trademarks in Comics).
How does an artist create an iconic character that translates into a successful licensing property? Two of the keys are appeal and evolution. Appeal comes from good stories. No matter how unique and merchandise ready your character might be, without great stories readers, won't identify with the character, connect with other readers or feel any nostalgia for the property. Evolution comes from a consistent relationship between the character and society. Comic book icons like Superman and Batman are more than 70 years old. Each one has changed with the popular culture, and target audiences, to create identification without losing the core concept of the character. The image is what goes on the item for sale, but it is the story that makes the property successful. (See Image and Story: The Role of Copyrights and Trademarks in Comics).
I'm planning to launch
an on demand independent merchandise platform for comic creators this year (See
Do
You Want to Create Merchandise for Your Comics?). My most successful
partners will be the ones who can capture the magic of merchandise in their
characters and extend their popularity far beyond the comic book page.
Have fun.
Gamal
Gamal
PLEASE NOTE: THIS BLOG POST IS NOT A
SUBSTITUTE FOR LEGAL ADVICE. IF YOU HAVE A LICENSEING OR INTELLECTUAL PROPERTY
ISSUE, DISCUSS IT WITH YOUR LEGAL ADVISOR OR CONTACT C3 atgamalhennessy@gmail.com FOR A
FREE CONSULTATION.