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Content marketing the mighty Marvel way

Building a brand the mighty Marvel way

Superman. Batman. Iron Man. Of the three, the DC characters have historically been far more recognisable.

There’s no denying that Marvel comics has had a stellar recent run at the movies, but step back to 2005 and you’d have been hard-pressed to find anyone outside the bubble of comic-book fandom who knew or cared about Tony Stark’s armoured alter-ego.

So how has Marvel Entertainment managed to propel its lesser-known characters to success, while the far more recognisable properties owned by rival DC Comics have often languished in development hell?

It’s all about brand continuity...

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