60 THE JABIAN JOURNAL n June 2017, a new power shook the Ibox office. She was someone we were Badass Brands familiar with, a name we had heard and read about in the past. But she (and How You Can Have One) landed with a fury. Wonder Woman was back—and this time she was the star and heroine. Similarly, the following February, King T’Challa led the 18th film in the Marvel Cinematic Universe (MCU). After 17 other films, Marvel released something different: a film featuring a predominantly black cast, helmed by an African-American director. Black Panther became the highest grossing film of 2018 at that point—the 11th-highest-grossing film of all By Tara Sconzo and Elizabeth Cheney time—and was lauded as “one of the best films set in the MCU.” These superheroes were unique. They high- How (and why) you should challenge lighted women and African-Americans by putting them front-and-center, yourself to think outside the box, get which is rarely the case. feedback, and take risks so you can How were these two charac- ters—neither fitting the traditional become a superhero in the workplace. superhero stereotype—able to bust through the ceiling of our cultural norms? How do we, unique and dynamic in our own ways, create per- sonal brands that break through the monotony and shatter expectations? First, think about who you are and what makes you different. How do you stand out among the crowd? Perhaps you’re someone who provides a unique, creative perspective on a team. Or your stand out quality may be as simple

FALL 2018 61 as having a reputation for meeting superhero Wonder Woman exists, was Leveraging your deadlines and delivering—that is, attempting to catch up to what the you make sure the work gets done. MCU had done for 10 years. Marvel took unique strength Your unique qualities may or may unfamiliar heroes such as T’Challa and not be revolutionary, but they are skills made household names out of them. at the right time, or strengths you possess that others Although Marvel had toyed with its may not. Are you compassionate? Are assassin, Black Widow, and its tough- under the right you a team builder? Do you think big? exterior Gamora, the studio never put Are you strategic? these heroines at the centers of their spotlight, can be Superheroes such as Wonder own story. Wonder Woman, unique and Woman and Black Panther are feminine, was what the DCU needed to what takes your obviously unique in principle (they’re put itself back on the map. definitely not like the rest of us!), but To stand out, you must take risks, personal brand they still have human strengths and just as Warner Brothers did with Patty qualities. King T’Challa, while physi- Jenkins’ Wonder Woman. Regardless of to the top. cally exhibiting superhuman strength potential rejection by the masses, the and speed, was also compassionate, DCU brand took the lead by showcasing with an extreme desire to protect and an underrepresented demographic, serve the people of Wakanda and right to prove females could lead the way the wrongs of his father. and be just as popular as their male Another standout character from counterparts. Black Panther is Shuri, the younger Though Wonder Woman in the past sister of King T’Challa. Shuri’s may have been mocked for lacking the personal, non-superhuman, strength strength of male superheroes, the 2017 is in her creativity and intellect as she film earned worldwide acclaim and manages the technology of Wakanda. became one of the biggest blockbusters Her uniqueness is obvious in her of the summer movie season. Wonder innovative spirit as she designs new Woman took a risk and highlighted its and exciting technologies. lead character’s femininity and that In what ways do you, like King risk paid-off. T’Challa and Shuri, offer something Third, leveraging your unique different? If you struggle with under- strength at the right time, under the standing how you may be unique, take right spotlight, can be what takes your a self-assessment to determine your personal brand to the top. Have the strengths and how you can apply them self-confidence to support your unique to your professional and personal life. strengths. Understand your strengths, Second, once you’ve familiarized leverage them to “wow” the crowds yourself with your strengths and how (just as Patty Jenkins did with Wonder you add value, think about how to Woman), and be willing to take the risk leverage those strengths to stand out to grow. from the crowd. How do you find ways As the DCU demonstrated in the to stand out or step up, rather than case of Wonder Woman, sometimes follow those around you? risking failure can bring out your In a world of Batman remakes, the best work. Taking a risk can lead you cinematic world never offered a solo to think outside the box and bring heroine who did all the saving. Patty something unique to the table (and Jenkins, director of Wonder Woman, perhaps break a few records while eagerly agreed to change that trend. you’re at it). When we take risks and She made a heroine the lead and fail fast, we can often learn more star character. At the time of Wonder about our strengths—even improving Woman’s release, the DC Cinematic upon them—and can overcome our Universe (DCU), under which the weaknesses.

62 THE JABIAN JOURNAL It was long overdue for a really did was to bring his roots and in this intersection where we can truly blockbuster to commit to a female upbringing as an African-American add value in the workplace, highlight- superhero. By investing in that idea, to the screen, providing cultural ing our personal “superpowers” to fill DC/Warner Brothers stood out among representation. Diversity brings a need in the workplace. the competition. By standing out and different ideas and changing view- How will this change over time? sharing value with the current political points to corporate structure, teams, Our strengths and interests today may movement toward empowering and individuals. In today’s changing not be the same in the future. It may women, Wonder Woman became a climate, your brand should include have taken Wonder Woman years to new pillar for DCU. some aspect of diversity and reinven- finally make it to the big screen and Fourth, gaining a following can lead tion that provides a closer connection few could have imagined Black Panther to a successful brand, but listening to to your audience. breaking the records it did, but these your audience and understanding how In hiring and enabling Patty films helped advance and reinvent your “superpower” serves your team, Jenkins and Ryan Coogler, two their labels. your leadership, or your customers can cinematic directors who believed in As with Marvel and DC, the needs take you to the top. something unique and different, both of your company will shift over time, DC lifted its portfolio of superhero Marvel and DC reinvented themselves. providing new opportunities. Through power with Wonder Woman and created While their strengths had been classic continuous personal growth—under- a new strength for itself in a female superheroes in the past, both labels standing our strengths and interests, brand. Although Marvel has yet to saw a need to highlight new, modern, challenging ourselves by taking risks, release a solo female-hero film, they unique films over time to connect with and learning from our mistakes—we found their strength in something an ever-changing audience of movie- can continue to add value and build our equally (some might argue more so) goers and comic fans. personal brand. powerful—Black Panther. The same can be said for our Lastly, in order to stay relevant, You could discuss the magnitude personal brands. Where do your whether helming a comic book movie of what Black Panther has achieved in personal strengths and interests or grabbing a “win” in the office, you detail, but what director Ryan Coogler overlap with professional needs? It is must understand:

• yourself and your strengths;

• how and when to take risks;

• today’s environment and the needs of your profession, your peers, and your marketplace;

• and your flexibility for growth.

There will always be changes around the corner, so challenge yourself to think outside the box, get feedback, and take risks like Wonder Woman and Black Panther. The more you understand yourself and work to build your brand, the more likely you are to shatter box office records (or at least have a better day at work).

Tara Sconzo [email protected]

Elizabeth Cheney [email protected]

FALL 2018 63