superhero branding

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  • Campaign ManagerMade bywww.enigma.swiss

    ExecutivesOlivier KennedyMartin Knzi

    Date

    Superhero Brands

    The rise of a new brand generation. We call them

  • What has changed in branding from a brands perspective

    Branding redefined

  • Its not the brand that defines itself anymore. Its the context and in the end the people connected with the brand.

  • Petronas Nestl 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, dont talk

    By the Enigma Lab

  • 2. Symbol 3. Mask

    5. Personal Cause

    9. Act, dont 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 dont 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 dont act randomly, they focus on their cause

  • Trait #9

    Act, dont talk

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

  • Act, dont talk

    1. Superhero brands dont talk much about themselves: they act

    2. Their extraordinary actions make everyone understand theyre 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, dont talk

  • KickAss

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

  • ExecutivesOlivier KennedyMartin Knzi

    Get in touchinfo@enigma.swiss+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 Knzi

    Get in touchinfo@enigma.swiss+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 brands 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

    Dont 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 dont 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 dont 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 its 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 dont 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 cant 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. 01Dont tell

    who you are

  • Create false logo

  • 1. People will understand what you do and if they dont 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 Dont be a storyteller become a

    storymaker

  • colo