Batman is the only superhero who built his own powers through hard work – leaving his family and training for years in Asia, then returning to develop all of his own tools. While every other superhero in the marketplace was born with their powers, and despite being the only “self-made” superhero, (having no knowledge of his backstory) kids saw Batman as an old man living in a scary mansion with an even older butler.
Through global research, we uncovered that kids loved the idea that Batman went out and developed his powers. This story made him more relatable, admirable and contemporary. Our consumer insights and strategy work led us to a new positioning: “From purpose comes power.” As Warner Bros. was working on a prequel, Batman Begins, the studio utilized our positioning to make Batman more relevant to consumer audiences by harnessing the power of his backstory and positioning him in the tech industry.