Superman is a Brand

by Jamal Igle

Unless you’ve been living under a rock or don’t read the book (which is probably a lot of you) DC’s Earth 2 series has introduced Val-Zod as a new “Black” Superman character [Ed. note: not to be confused with the Superman of Earth-23 from Grant Morrison’s upcoming Multiversity series]. Many have asked if Marvel can make a black Spider-Man, why can’t DC make Superman black permanently?

Well for one reason, like Earth 2 Superman, Marvel’s version of Spider-Man is also in an alternate reality, or have we forgotten that?

Changing Superman’s race only works in an alternate dimension because Superman is an established brand and has an established look. Every attempt to permanently change or alter him has failed because the people behind it don’t know the basics of marketing and public perception.

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