New marketing toolkit: disassemble and remix.
One of the foremost tools in the new marketing toolchest is the dramatic expansion of user base that existing brands can garner through the disassembling and remixing of their assets and attributes. One of the most famous examples of this is what Frank Miller did to Batman, re-creating the franchise as the Dark Knight.
By completely redefining Batman from a campy do-gooder to a troubled, psychopath hero, Miller opened up Batman’s appeal to a whole new set of audiences, expanding and recusitating the Batman franchise after years of decline.
This is a highly effective tactic that almost any brand can employ: break apart your existing brand, remix key elements with surprising elements from elsewhere and build appeal with people and groups who would never have considered you in the first place.
