Marvel Vs. DC Comics: A Brief History

In the world of comics and superheroes, there is a legendary rivalry that has lasted several decades: Marvel Comics and DC Comics. While there is much fan loyalty on either side, and there have even been brief points when the brands have essentially crossed over, the rivalry is intense and strong, with one brand emerging as the top dog—Marvel—and one as the underdog—DC Comics.

Throughout this rivalry history, Marvel has eclipsed the sales and popularity of DC in both comic books and TV/film. Interestingly enough, there was a period in their history when combining forces seemed like an avenue worth pursuing to boost struggling retailers and create even more iconic content, but this never came to fruition (Doran, 2022). Nonetheless, in spite of the fact that these brands have been in stiff competition almost from their inception due to accusations and concerns over potentially stealing characters and ideas from each other, fans have definite preferences regarding both brands (Draper, 2020). In truth, this rivalry has been the impetus for pushing each brand to make them competitively and creatively better, and the fans of the franchises have benefited from this rivalry as a result.

Brand Strategy

Marvel has become the top dog through a successful use of brand marketing. Many brands make the mistake of just throwing a bunch of ideas at the wall and seeing what may stick, but Marvel chose a different path. This company strategically created a connected experience by developing stories and characters that were instantly relatable and consistently engaging to its audience (Cllctve Team, 2021, para 8). It is all about nurturing the audience so that they connect with these characters on a deep level to the point that they want to make sure to catch every single movie or comic book with their favorite character(s).

On the flip side, the underdog–DC Comics–has its own brand strategy. DC Comics has chosen to focus on digital marketing and engaging its fans through digital trends and online immersive experiences (TheBigMarketing.com, 2024, paras 2-3). While the company does engage its fans and build up its characters in a relatable fashion, its focus is on digital marketing and branding, thus embracing some of the newer technologies out there to create an innovative brand. Unfortunately, this has not always resonated as well with fans, which makes it the underdog in this rivalry. All too often, DC has failed to proactively optimize its digital presence and follow through with its promises in this area (Lawson, 2011).

Recommendations to Improve DC Comics Brand Strategy

In an effort to improve DC Comics’ brand identity, I offer three recommendations that can help it gain market share and ultimately surpass Marvel.

1. While DC Comics has done a masterful job of building its digital presence, it can take a cue from Marvel and return to stories that are developed in an authentic fashion to which its audience can relate, thereby fostering connection and trust among its fans and encouraging its audience to engage with the stories and characters on a personal level (fiveable, 2024). By creating a new logo and uniting all of the various facets of its brand under this logo, it is already demonstrating its “mission to fully realize the value of a rich portfolio of brands, stories and characters, distinguished by incredible breadth and depth across publishing, media and merchandise” (DCE Editorial, 2012, para 1). As it reaches back into its heritage and promotes unity among its characters and stories, it will be able to emphasize rich storytelling and incorporate this into every facet of the company.

2. While DC may not always match Marvel’s box office prowess, it can compete at the home box office. Because of the growing popularity of home entertainment and DC’s digital dominance, this is an area where they can not only excel but also maximize. “Home entertainment helps solidify existing support while building a new additional base of interested fans” (Hughes, 2017, para 15). Therefore, it makes sense for DC to focus on how it can maximize merchandising, extended film cuts, and more to build in an area where it already has a foothold.

3. It is time for the brand to focus on what worked well for them–Wonder Woman. Now, while this was a female-driven film, that was not the only secret to its success. Instead of expecting the viewer to be familiar with the entire superhero DC realm, “it more or less told the viewer to ignore the rest of the universe and just focus on what was in front of them” (Riesman, 2020, para 7). This strategy is still relatively new, but it is working for DC Comics. If they can focus on stories and characters that are primarily independent instead of interdependent, they can potentially surpass Marvel Studios. In order for viewers to truly enjoy Marvel movies, they must be familiar with all the characters (or they need to sit by someone who can explain the story and characters to them). If, instead, DC releases more movies and stories that do not require the viewers or readers to understand the backstory or be familiar with other characters, there is a chance that DC’s films can continue and expand on the success that Wonder Woman experienced. This approach could attract new fans to its universe who might find the Marvel universe too complex. Furthermore, it can also retain and engage its existing fanbase, who appreciate a more uncomplicated storyline that all can enjoy.

Reasons Consumers Prefer Marvel to DC

While fans tend to have very definite opinions about their preferences between these two rival companies, Marvel is the top dog. There are several reasons why DC, as the underdog, loses out to Marvel.

1. Marvel movies have characters whose stories connect within the universe, thus creating a much more cohesive storyline. Conversely, DC movies lack continuity with their characters and storylines.

2. Marvel’s movies are blockbusters and looked upon that way before they even hit the screens, while DC’s films are often hailed as flops before they ever premiere. In this case, it is all about reputation at the box office.

3. Marvel stories are better written with more high-quality special effects, while DC stories are often cheesy and low-quality.

4. Marvel has more characters than DC and presents them all in aesthetically pleasing ways.

5. Marvel tells relevant stories that have not been recycled over and over again, while DC rehashes the same story in a less exciting way with a duller point of view.

6. Marvel produces comics with more recognizable titles and characters than DC Comics.

7. More prominent names are often drawn to Marvel projects instead of DC projects.

(Mindeman, 2019; Small, 2023)

I prefer Marvel over DC Comics mainly because of my daughter’s influence. While I am not a huge superhero fan, she introduced me to Marvel years ago, and she showed me how incredible their storytelling and cinematography are. While I enjoyed Wonder Woman, so far, it has been the only DC Comics movie I genuinely have enjoyed more than a Marvel movie. For me, it is about making connections with my daughter, seeing incredible special effects, and watching interconnected stories uniquely come to life on screen. While DC is a nostalgic brand that reminds me of my childhood at times, as an adult, I want entertainment that tells a complex story with characters to whom I can relate.

References

Spread the love

Tweet