James Gunn’s trilogy about an extraterrestrial crew of misfits recently kicked off with a $118 million domestic box office debut, making it the 2nd biggest opening weekend of 2023.

Considering the recent decline in performance and reception of Marvel and DC media alike, I had to wonder what made this film different.

So I reflected on my enjoyment of the movie and drew a few parallels between great movie-making and great marketing.

1. Break the mould with calculated risks

In a world of formulaic superhero movies, James Gunn broke the mould by creating a refreshingly compelling and personalised story.

This bold approach demands a touch of courage, but the payoff can be substantial.

In marketing, taking calculated risks can differentiate your business from the competition. Understand your audience to minimize your exposure to negative outcomes and find creative ways to stand out, just like the Guardians did.

2. The ‘best’ product doesn’t always win

At first, Guardians of the Galaxy was considered the “B-Team” of Marvel superheroes.

But through engaging storytelling and relatable characters, they became a household name.

Similarly in marketing, you don’t need to have the best product or most recognisable brand to be successful. By deeply understanding your customers and speaking their language, you’ll create high-value campaigns that can outperform even the biggest industry giants.

3. Don’t treat your audience like idiots

This criticism isn’t limited to superhero cinema. Too many modern movies are avoiding subtext and over-explaining everything, depriving the audience of their own “aha!” moments.

Marketing campaigns can fall into the same trap, overly spoon-feeding information to the audience instead of creating open loops and letting them think for themselves.

Letting your customers lead themselves to the appropriate conclusions can foster a deeper appreciation for your brand and lead to genuine product development and stronger brand loyalty.

4. Work with what you’ve got

James Gunn embraced the potential of the project and turned it into something far greater than anyone could’ve imagined.

Now he’s leading the DC cinematic universe (big oof, Marvel).

The same lesson can be applied to marketing: instead of dismissing a product or project outright, persevere and work with what you have.

Even the most unassuming product can turn into a marketing success story.

5. Leverage the power of collaboration

In movie-making, collaboration is key to the creative process, as directors, actors, writers, and production teams all contribute their unique skills and expertise.

Bradley Cooper and James Gunn collaborated and iterated for weeks on end to perfect the voice of Rocket Raccoon, the character who steals the show in the final instalment of the trilogy.

In marketing, collaboration can also unlock levers for success.

By partnering with other companies, influencers, or even customers, you can create campaigns that tap into new markets, reach a broader audience, and discover unique insights into your product or business.

6. Adapt and evolve

The best movies adapt and evolve with their audience. Directors like James Gunn have been successful in keeping their movies fresh and engaging by adapting to changing tastes, preferences, and cultural shifts.

Similarly, successful marketing campaigns should be agile and responsive to the evolving needs and desires of their target audience.

Stay abreast of market trends, listen to customer feedback, and be willing to pivot your strategies when necessary. Embracing change and adapting your marketing approach will help you stay ahead of the competition and maintain a strong connection with your audience.

To summarise, you can create marketing campaigns that truly resonate by embracing these 6 lessons from James Gunn:

1. Break the mould with calculated risks

2. The ‘best’ product doesn’t always win

3. Don’t treat your audience like idiots

4. Work with what you’ve got

5. Leverage the power of collaboration

6. Adapt and evolve