Holding Out for a Hero

This 2008 article discusses U.S. consumers' collective need for heroes: figures in the popular consciousness who stand up for what is right and defend against what is wrong.

Holding Out for a Hero

We love our superheroes. While 2007 witnessed the downfall of many real-life idols—from Michael Vick to Roger Clemens to Britney Spears—fictional superheroes are soaring. Spiderman 3 was the top-grossing film of 2007, (1) and we can look for more superhero action on screens large and small in 2008: The Hulk, Batman and Iron Manwill make their big-screen comebacks, while NBC will roll out the second season of “Heroes” (that is, if a superhero-like negotiator can end the writers' strike). There are plenty of heroic protagonists to cheer...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands