8.4 Panel: Special Session Avengers Assemble: An Analysis of Marketing through Analogy

Special Session Avengers Assemble: An Analysis of Marketing through Analogy The Analysis by Analogy Panel Series goes back to 2014. Creativity inspired by the intersection of disparate disciplines (Johannson, 2004) and the relevance of analogy to deepen understanding are well documented (Hofstadter & Sander, 2013). Popular media is both a product of broader society and has an influence on it. Perhaps there are no popular media where this phenomenon is more visible than comic-book superheroes. This year, the panelists employ the lens of the heroes and heroines of Marvel to offer fresh perspectives on marketing. Spider-Man / Peter Parker Spider-Man is reminded after failing to use his powers to protect his beloved Uncle Ben, that with great power comes great responsibility. In this presentation, we explore the proliferation of artificial intelligence in all areas of marketing, from retailing to digital marketing, despite experts’ warnings that AI poses an existential threat to humanity. Scarlett Witch / Wanda Maximoff The Scarlet Witch is regarded as one of the most powerful Avengers. She has been portrayed both as a supervillain and a superhero. Her powers include the manipulation of probability and energy, the creation of illusions, and the bending of reality, among others. In this presentation, we explore the use of the Scarlet Witch as an analogy for social media. Doctor Strange / Jonathan Strange Doctor Strange commands forces of magic and the Multiverse. Advertising is itself magic, transporting viewers to new worlds and new possibilities. The powers and abilities harnessed and learned by Doctor Strange serve advertising strategy well. Intelligence, flying, levitation, astral projection, and time manipulation are some of Strange’s powers and abilities. They are also tools used in advertising. We look at the advertising application of the powers and abilities of Doctor Strange and how they are implemented in the magic of advertising. Captain America / Steve Rogers / Isaiah Bradley / Sam Wilson Captain America is symbolic of society trying to come to terms with its nostalgic past and forestaglic future. Many will likely say that Steve Rogers is the only Captain America, however Marvel, both on broadcast and comics struggles to redefine the character. In this way, the evolution of Captain America parallels the struggle of brands like Miller Lite, Bud Light, Gillette, Volkswagen, Ford, and Subaru to come to terms with their past and future, their core customers and new potential markets. Hawkeye / Clint Barton As an archer and a superhero, Hawkeye is a contradiction. He is both an Avenger and an anachronism. As arguably the least powerful of the powerful, he could be seen as symbolic of the imposter syndrome felt by numerous consumer segments. Yet, as antiquated as his tools are, he can target so effectively that his efforts reach precisely where they will do the most good. Captain Marvel / Carol Danvers Carol Danvers, aka Captain Marvel, is a symbol for female strength and empowerment (Carol Danvers, Captain Marvel, n.d.). Just as Danvers is packs a wallop, women are powerful consumers controlling approximately $11 trillion (Brennan, 2022). The demand for Barbie and the Taylor Swift Eras Tour tickets, primarily driven by women, have proven to be economic powerhouses (Peck, 2023; Pandey, 2023). Captain Marvel is an analog for the buying power of women, and the good and bad that comes with that. Iron Man / Tony Stark In the initial Iron Man movie, Tony Stark announces that Stark Industries will no longer produce weapons because of the harm caused by his firm’s market offering. This decision reflects the concept of the triple bottom line where firms consider profit equal to people and planet. A deficiency exists with lack of measurement for a firm’s impact on people and planet (Schulz & Flanigan, 2016; Hunt, 2017). An alternate approach is presented using a continuum with values standardized. References Brennan, B. (2022). What every marketer should know about women’s economic power. Forbes. Retrieved July 25, 2023 from https://www.forbes.com/sites/bridgetbrennan/2022/10/20/what-every-marketer-should-know-about-womens-economic-power/?sh=31f807e94d4c Carol Danvers, Captain Marvel. (n.d.). Marvel. Retrieved July 25, 2023 from https://www.marvel.com/characters/captain-marvel-carol-danvers/in-comics Hofstadter, D. R., & Sander, E. (2013). Surfaces and essences: Analogy as the fuel and fire of thinking. Basic Books. Hunt, S. D. (2017). Strategic marketing, sustainability, the triple bottom line, and resource-advantage (RA) theory: Securing the foundations of strategic marketing theory and research. AMS Review, 7, 52-66. Johansson, F. (2006). The Medici effect: Breakthrough Insights at the intersection of ideas, concepts, and cultures. Harvard Business School Press. Peck, E. and Salmon, F. (2023). This economy runs on girl power. Axios. Retrieved July 25, 2023 from https://www.axios.com/2023/07/25/goldilocks-economy-taylor-swift-barbie-recession Schulz, S.A. and Flanigan, R.L. (2016), "Developing competitive advantage using the triple bottom line: a conceptual framework", Journal of Business & Industrial Marketing, Vol. 31 No. 4, pp. 449-458. https://doi.org/10.1108/JBIM-08-2014-0150