With over 10 million fans on FB, Batman is one of the most beloved Comic book character of all time. It should come as no surprise that that very same popularity has translated into an incredibly strong attachment to the brand. Hard core fans, and there are literally million of them, buy Batman products, read Batman Comics, watch Batman movies, wear Batman branded clothes and even dress as Batman on special occasions like when they go grocery shopping.

Forming an emotional conection between the brand and the consumer is a common goal in marketing. Creating a character to facilitate that connection and represent the brand and its values has been a method of choice for brands like McDonald's with Ronald, or even the PC and Mac guys commercials. Batman takes it one step further: the character not only embodies the brand, it IS the brand. To maintain that connection, to feel like Batman, consumers are therefore ready to devote incredible amounts of money, energy and time.

Every year, sold-out Comic conventions held in San Diego, New York, Montréal and even Paris bring together millions of fans to get the latest news on upcoming movies and video games, meet Comic Book legends and indulge in Cosplay competitions. When a brand reaches that level, the accent is no longer on building Customer loyalty but rather on Community Management.