Campaign ManagerMade bywww.enigma.swiss

ExecutivesOlivier KennedyMartin Künzi

Date

Superhero Brands

September 2016

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 Twinings Porsche

Lovemarks

A new generationof brands

Uber Dollar Shave Club Airbnb

Uber Dollar Shave Club Airbnb

Non traditional branding

Non traditional advertising

Non traditional storytelling

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 unleash their superpower

2. They use their Superhero identity only when they need it

3. As humans, Superhero brands have a broader 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

I’m a pretty girl

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

Deutsche Bank

« Wir wollen die führende kundenorientierte globale Universalbank sein. »

Act, don’t talk

1. Superhero brands don’t talk a lot 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 connect with them

Act like a superhero

Workshop

Step by step

Under every other chair in the room there is a card with a corporate claim of a well-known brand

The one with the card works in group with his or her 2 neighbors

Now the 3 of you have 12 minutes to imagine 40 actions that will enhance this claim

Step by step

6 minutesWho’s at 20 actions?

1. Flash → make it faster2. Batman → add a gadget3. Robin → what is the company you should be friend

with publicly4. Magneto → find a fantastic enemy

Get help fromthese 4 Superheroes

Choose 3 top actions

Step by step

“Because you worth it”

“Advancement Through

Technology”

“Good Food, Good Life”

“Welcome to performance”

“We try harder”

Imagining actionsis easy

1. You learned how to create actions2. Your ideas will be sent 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 touchinfo@enigma.swiss+41 22 342 63 63

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