Tony, Tony. Debauched and prodigal. An unpredictable arms dealer and billionaire who transforms at will into an iron beast. And this beast – surprise, surprise – protects the world. A similar story to the one of Batman, right? Only Batman is a knight of darkness, while Iron Man is a knight of footlights, let’s say.
In his superhero character, Bruce fights not only for the good of mankind but also for himself? Bruce? No fight at all. He enjoys his iron costume just like his tuxedo. He enjoys life. His costume is just a tool. Not a new identity. Yes, in my concept this is how WHAT brands work. They excel at something, and thus the world knows them. Nothing less, nothing more. Excellent. Not every hero has to want to save the world. Tony certainly doesn’t. This applies to brands too, though. What about your brand? Is it excellent at anything? If so, it may be enough to sustainably exist for long years. Enjoy your being good. Only be aware that your excellence will soon attract your enemies like a lollipop attracts wasps. Tony could tell you a lot of stories here.