superhero branding

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Campaign Manager Made by www.enigma.swiss Executives Olivier Kennedy Martin Künzi Date Superhero Brands The rise of a new brand generation. We call them

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Campaign ManagerMade bywww.enigma.swiss

ExecutivesOlivier KennedyMartin Künzi

Date

Superhero Brands

The rise of a new brand generation. We call them

What has changed in branding from a brand’s perspective

Branding redefined

“It’s not the brand that defines itself anymore. It’s the context – and in the end the people connected with the brand.”

Petronas Nestlé Deutsche Bank

Corporate brands

Pepsi Twinnings Porsche

Lovemarks

A new generationof brands

Uber Dollar Shave Club Airbnb

Characterised by 9 behavioral traits

Superhero brands

1 . Superpowers 2. Symbol 3. Mask

4. Super Villain 5. Personal Cause 6. Sidekick

7. Mutual benefit 8. Breaking the rules 9. Act, don’t talk

By the Enigma Lab

2. Symbol 3. Mask

5. Personal Cause

9. Act, don’t talk

By the Enigma Lab

1 . Superpowers

4. Super Villain

7. Mutual benefit 8. Breaking the rules

6. Sidekick

Trait #2

Symbol

The old way

LogoFontMessage

→ Logo→ Color→ Typeface

The old way

Symbol

1. As long as the meaning is untouched the brand is present

2. They can adapt to the context and evolve with time

3. They don’t look exactly the same, yet we know who they are

Trait #3

Mask

Mask

1. Superhero brands are humans with a mask to unfold their superpower

2. They use their Superhero identity only when we need them

3. As humans, Superhero brands have a broad range of emotions at hand

Trait #5

Personal cause

“Why someone weak? Because a weak man knows the value of strength, the value of power.”– Captain America

Personal cause

1. A superhero has a strong cause linked to a personal story

2. Outside their mission superhero brands can chill out

3. They don’t act randomly, they focus on their cause

Trait #9

Act, don’t talk

“It's not who I am underneath but what I do that defines me.”– Batman

Act, don’t talk

1. Superhero brands don’t talk much about themselves: they act

2. Their extraordinary actions make everyone understand they’re great

3. Superhero brands are confident people will like them once they experience them

Act like a superhero

Workshop

Step 1

Under every third chair is a card with a corporate claim of well known brand.

Step 2

The one with the card work with 2 neighbors

Step 3

Now the 3 of you have 4 minutes to imagine 10 actions that will enhance this claim.

Step 4

Creat 10 other actionsUsing the cheat tool

1. Flash → make it faster2. Batman → ad a gadget3. Captain america → protect the world

against bullies4. Robin → what is the company you

should be friend with publicly5. Magneto → find a fantastic enemy

Get help fromthese 4 Superheroes

Choose the 3 top actions

Step 5

Imagining actionsis easy

1. You learned how to create actions2. Your ideas will be send to the brands

Some strange cases

Nike Red Bull Apple

Clark Kent BrandsA mask to look human

Take aways

1 . Superpowers 2. Symbol 3. Mask

4. Super Villain 5. Personal Cause 6. Sidekick

7. Mutual benefit 8. Breaking the rules 9. Act, don’t talk

KickAss

“At some point in our life, we all wanted to be a superhero.”– Kickass

ExecutivesOlivier KennedyMartin Künzi

Get in [email protected]+41 22 342 63 63

About usWe craft high performance human trajectories in fast changing landscapes

Swiss made bywww.enigma.swiss

Personal Brands

Roger Federer Kim Kardashian Donald Trump

ExecutivesOlivier KennedyMartin Künzi

Get in [email protected]+41 22 342 63 63

About usWe craft high performance human trajectories in fast changing landscapes

Swiss made bywww.enigma.swiss

How to become a superhero brand

— What has changed in branding from a brand’s perspective

— Why context has massive influence on branding

— People connected with the brand are more important than clients only

Always remember

— Super hero brands are human which sometimes need a mask

— Don’t be a storyteller become a storymaker

Trait #1

Superpowers

“With great power comes great responsibility.”

Superpowers

1. Superheroes have superpowers or special gears, Superhero brands have a great product/service

2. They don’t need to boast around, their actions speak for them

3. What looks like superpowers to the outside is considered a natural ability for them

Trait #4

Super Villain

“You should've killed me when you had the chance!”– Magneto

Super Villain

1. A superhero has a clear enemy that they fight

2. The enemy can be a brother, a friend, that you love, but you hate what he does.

3. The enemy is not only a person but an attitude, behavior or problem

Trait #7

Mutual benefit

Mutual benefit

1. People get inspired by them2. What people do with this inspiration will

be used as inspiration by the Superhero3. In the end we don’t know what comes

from the Superhero and what comes from the people

Trait #8

Breaking the rules

Breaking the rules

1. They do not follow the norm2. They can play in the gray legal zone3. When it’s needed they can outpass the law

to show an example

Trait #6

Sidekick

“People drink ginseng tea to hone their powers of concentration, Sir. I, on the opther hand, have ice cream.”– Alfred

“Why do we fall Sir? So we might learn to pick ourselves up.”– Alfred

“I don't think you could tie your shoes without me.”– Pepper Potts

“People drink ginseng tea to hone their powers of concentration, Sir. I, on the opther hand, have ice cream.”– Alfred

“Why do we fall Sir? So we might learn to pick ourselves up.”– Alfred

Sidekick

1. Superheroes are super strong in a really focused field but suck at lot of other things

2. People help them to not suck at those things

3. You want to help a super hero not for the reward, but because you believe in the cause

quotes

colo

Under your seat there is a surprise

Workshop

Clark Kent

To Creat a superheroWe have a frameworkA superhero factory

Everywhere in the world, big brands are being challenged by smaller ones.

But this time their challengers are much smaller.They don’t spend millions of dollars in advertising

lovemarks are a not working shield

A logo / A message / Values are not enough.

Digital world change the society, but the human are always human

Brands where like divinity you can’t touch, or discuss with.

There is another way to create successful brand to be like a super hero. Superheros brands

keep the human just put a mask and define your superpower

lovemarks are a not working shield

Shield with a Logo

A banner with a message

Value with colors

Heraldique culture

From brand consistency tobrand systematic

Distrution n. 01Don’t tell

who you are

Create false logo

1. People will understand what you do… and if they don’t question what you do.

2. Let people see you with there one frame

Learning from Super heros

From brand consistency tobrand systematic

Disruption n. 03 Stop talking

1. The costume must suit the superpower

2. Brand evolution is good3. Dynamique identites actually

works4. Generative Identities are the

holly gral

Learning from Super heros

From brand consistency tobrand systematic

Distrution n. 0X The Maskcan evolve

1. The costume must suit the superpower

2. Brand evolution is good3. Dynamique identites actually

works4. Generative Identities are the

holly gral

Learning from Super heros

“It's not who I am underneath but what I do that defines me.”

Chapter divider slide

Workshop

Chapter divider slide

Take aways

Always remember

— Super hero brands are human— Branding is — Don’t be a storyteller become a

storymaker

colo