Value destruction at Marvel, and how to manage customer alienation risk

Purpose The purpose of the paper is to address customer alienation risk in the context of Marvel's recent (as of June 2023) under-performance and its contribution to Disney's stock's 50 percent-plus decline. Design/methodology/approach Research followed recent developments at Disney/Marvel, as well as the Bud Light customer alienation, and reconciled those developments to core brand and strategic risk management resources to derive practical suggestions to mitigate customer alienation risk across industries. Findings Marvel’s experience offers lessons that have relevance across industries inasmuch as a super hero paradigm is effectively a brand. The stronger the bond between customers and a brand, the more customers will maintain or extend their buying patterns over time. And the more customers personally identify with a brand, the greater the likelihood a customer alienation will occur if a firm disrespects that bond. Four practical suggestions are presented that will help to ensure the integrity of brands. Originality/value While the under-performance of Disney/Marvel has been (and is) covered in the press, this is the first paper that we are aware of that links that under-performance to customer alienation risk.