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SUPERHERO BRANDING

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Branding is evolving, after the 20th century dominated by corporate branding and Lovemarks a new kind of brand has risen: Superhero brands.
Enhanced by a more connected world where individuals have more power to communicate than ever before, the old way to create identities is declining. After studying 250 brands we have the pleasure to share where we are in this new way to create brands shaped for the 21st century

Veröffentlicht in: Business

SUPERHERO BRANDING

  1. 1. Campaign ManagerMade by www.enigma.swiss Executives Olivier Kennedy Martin Künzi Date Superhero Brands The rise of a new brand generation. We call them
  2. 2. What has changed in branding from a brand’s perspective Branding redefined
  3. 3. “It’s not the brand that defines itself anymore. It’s the context – and in the end the people connected with the brand.”
  4. 4. Petronas Nestlé Deutsche Bank Corporate brands
  5. 5. Pepsi Twinnings Porsche Lovemarks
  6. 6. A new generation of brands
  7. 7. Uber Dollar Shave Club Airbnb
  8. 8. Characterised by 9 behavioral traits Superhero brands
  9. 9. 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
  10. 10. 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
  11. 11. Trait #2 Symbol
  12. 12. The old way Logo Font Message
  13. 13. → Logo → Color → Typeface The old way
  14. 14. 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
  15. 15. Trait #3 Mask
  16. 16. 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
  17. 17. Trait #5 Personal cause
  18. 18. “Why someone weak? Because a weak man knows the value of strength, the value of power.” – Captain America
  19. 19. 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
  20. 20. Trait #9 Act, don’t talk
  21. 21. “It's not who I am underneath but what I do that defines me.” – Batman
  22. 22. 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
  23. 23. Act like a superhero Workshop
  24. 24. Step 1 Under every third chair is a card with a corporate claim of well known brand.
  25. 25. Step 2 The one with the card work with 2 neighbors
  26. 26. Step 3 Now the 3 of you have 4 minutes to imagine 10 actions that will enhance this claim.
  27. 27. Step 4 Creat 10 other actions Using the cheat tool
  28. 28. 1. Flash → make it faster 2. Batman → ad a gadget 3. Captain america → protect the world against bullies 4. Robin → what is the company you should be friend with publicly 5. Magneto → find a fantastic enemy Get help from these 4 Superheroes
  29. 29. Choose the 3 top actions Step 5
  30. 30. Imagining actions is easy 1. You learned how to create actions 2. Your ideas will be send to the brands
  31. 31. Some strange cases
  32. 32. Nike Red Bull Apple
  33. 33. Clark Kent Brands A mask to look human
  34. 34. Take aways
  35. 35. 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
  36. 36. KickAss “At some point in our life, we all wanted to be a superhero.” – Kickass
  37. 37. Executives Olivier Kennedy Martin Künzi Get in touch info@enigma.swiss +41 22 342 63 63 About us We craft high performance human trajectories in fast changing landscapes Swiss made by www.enigma.swiss
  38. 38. Personal Brands
  39. 39. Roger Federer Kim Kardashian Donald Trump
  40. 40. Executives Olivier Kennedy Martin Künzi Get in touch info@enigma.swiss +41 22 342 63 63 About us We craft high performance human trajectories in fast changing landscapes Swiss made by www.enigma.swiss
  41. 41. 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
  42. 42. Always remember — Super hero brands are human which sometimes need a mask — Don’t be a storyteller become a storymaker
  43. 43. Trait #1 Superpowers
  44. 44. “With great power comes great responsibility.”
  45. 45. 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
  46. 46. Trait #4 Super Villain
  47. 47. “You should've killed me when you had the chance!” – Magneto
  48. 48. 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
  49. 49. Trait #7 Mutual benefit
  50. 50. Mutual benefit 1. People get inspired by them 2. What people do with this inspiration will be used as inspiration by the Superhero 3. In the end we don’t know what comes from the Superhero and what comes from the people
  51. 51. Trait #8 Breaking the rules
  52. 52. Breaking the rules 1. They do not follow the norm 2. They can play in the gray legal zone 3. When it’s needed they can outpass the law to show an example
  53. 53. Trait #6 Sidekick
  54. 54. “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
  55. 55. “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
  56. 56. 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
  57. 57. quotes
  58. 58. colo
  59. 59. Under your seat there is a surprise Workshop
  60. 60. Clark Kent
  61. 61. To Creat a superhero We have a framework A superhero factory
  62. 62. Everywhere in the world, big brands are being challenged by smaller ones.
  63. 63. But this time their challengers are much smaller. They don’t spend millions of dollars in advertising
  64. 64. lovemarks are a not working shield A logo / A message / Values are not enough.
  65. 65. 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
  66. 66. lovemarks are a not working shield Shield with a Logo A banner with a message Value with colors Heraldique culture
  67. 67. From brand consistency to brand systematic Distrution n. 01 Don’t tell who you are
  68. 68. Create false logo
  69. 69. 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
  70. 70. From brand consistency to brand systematic Disruption n. 03 Stop talking
  71. 71. 1. The costume must suit the superpower 2. Brand evolution is good 3. Dynamique identites actually works 4. Generative Identities are the holly gral Learning from Super heros
  72. 72. From brand consistency to brand systematic Distrution n. 0X The Mask can evolve
  73. 73. 1. The costume must suit the superpower 2. Brand evolution is good 3. Dynamique identites actually works 4. Generative Identities are the holly gral Learning from Super heros
  74. 74. “It's not who I am underneath but what I do that defines me.”
  75. 75. Chapter divider slide Workshop
  76. 76. Chapter divider slide Take aways
  77. 77. Always remember — Super hero brands are human — Branding is — Don’t be a storyteller become a storymaker
  78. 78. colo

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