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Hancock is a movie showing recently.  I went to watch about it.  This movie is pretty straightforward about a superhero by the name of Hancock who has the two most lousiest elements in marketing: branding and quality.  But he has something which is in demand for all of us to “buy in”.  He has supernatural powers to help us and to save the world!  But he has a problem of representing himself in the way he wanted to the public of his powers.

Hancock, this movie is giving me a lot of inspiration about the message he is presenting to the public.  This recently, I got to learn more about the true meaning of marcom.  It is inspiring, and it is giving me a better idea of working marketing messages.

Hancock is a good guy. The only problem is that he has been saving the world in such a way that is making people dislike him.  He did his best to save the world.  But most probably, he is not thinking through to save the world “correctly”.  In his effort to save the world, the most obvious problem he is creating is to create a financial burden to the government to repair all the damages he has created.

What Hancock needs is a marketing strategy.  The message he is representing out must sound correct to the public.  And he has to do something to educate the public of how they should see him.

 

How To Tarnish Your Own Reputation?

Because Hancock has been having a bad name for himself even though he is helping to save the world, people don’t usually like him to help if they could.  And whenever anybody sees him, they would call him bad names.  And he actually aggravate things to those people who call him names.  By doing it this way, things are simply getting worse because Hancock is a public figure who is well-known for his name and looks.

Quality Of Your Product/Service
The next scene speaks of the quality of your service to the public.  If you really want to provde a service, you have to give your best to provide the best quality.  Because Hancock is stopping the car in a “Police-Catch-Thief” scene, he has damaged so much property without any thoughts of prevention for the sake of his angers.  Remember that your customers are your boss… By providing such a poor quality to your customers, would you think the police wants your help again?

This is a very bad example of provding your help as a superhero! Getting yourself agitated and venting it on the bad guys… It makes yourself equally bad!

Saving the car, damaging the train. It sounds pretty bad to provide such a help. He could have just move the car aside. Instead, he pulled the car, and land it on another car. And crashing himself towards the train which caused the whole train to damage the road at the back!

Impression does count!
Showing such an impression to the world in his “YouTube marketing”, he doesn’t care about his public impression! Everybody really thinks he is a jerk now.

When You Have The Highest Level Of Permission Marketing
May I have the permission to touch your body?  It’s the situation where your customers are giving you total control of charging any price that you want for providing your service.  I mentioned about this highest form of permission marketing before.  This is when Hancock has done enough to make his products and services accepted by the public.  He has to go through all the apologies to everyone he sees.  He has to bear all the bad treatments that the public is giving him.  He is bearing everything to become a top quality in service provider!

Conclusion
Hancock is showing us that product quality and branding both work hand-in-hand together in one way or another.  We have a branding to take care of to express ourselves to the public about our message we want to portray for our products.  And as our products are presented to the world, the consumers have the power of reflecting their comments about their perception of how this product works.  By not using the product themselves, they instantly think that this “product” is lousy in quality!  But after they have used it, they know somehow that this product is good, yet lousy quality only.  And those who don’t appreciate it, will start to complain to the world.  And Internet has presented a perfect way of showing your anger.  Hence, Internet turns out to be perfect for fine-tuning our products accordingly to be better!