Download - SUPERHERO BRANDING
Campaign ManagerMade bywww.enigma.swiss
ExecutivesOlivier KennedyMartin Künzi
Date
Superhero Brands
The rise of a new brand generation. We call them
“It’s not the brand that defines itself anymore. It’s the context – and in the end the people connected with the brand.”
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
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
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
“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
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
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
Imagining actionsis easy
1. You learned how to create actions2. Your ideas will be send to the 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
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
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
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
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
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
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
“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
But this time their challengers are much smaller.They don’t spend millions of dollars in advertising
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
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
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
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
Always remember
— Super hero brands are human— Branding is — Don’t be a storyteller become a
storymaker