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Brainfood
Return of the Real Hero
From Caricature to Character
Jan 15, 2008

Fallon Brainfood - trends, ideas, opportunities and
thought leadership for our brands.
Brainfood is a monthly all-agency lunch conducted by Fallon Planners.
Where we’ve been in 2008:
Virtuality // Design For All // China Rising // The Social 10 // The Mobile 10
What’s Next in 2009:
Return of the Hero // Fast-Acting Brands // The Dirt on Green // The Viral
Vanguards // The Social Enterprise // Alternate Reality Gaming
Missed previous Brainfoods?
Go to http://www.slideshare.net/akispicer/slideshows

“A hero is an ordinary individual who finds the strength
to persevere and endure in spite of overwhelming obstacles.”
— Christopher Reeve

What does it mean to be a hero in 2009?

The heightened relevance of heroes
What it means to be a hero today
How brands can foster heroism

Part 1:

People have lost faith in public institutions.
91% of the 2008
Harris
24% of Americans approve Americans
Interactive
say the
of the job Bush is doing;
Confidence
national
68% disapprove.*
Index is 44,
economy is
bad.* down 9 points
*CBS News poll, 12/9/08

We’ve lost our ability to idolize heroes.
- Christopher Arnott,
“Supeheroes Without a Cause”

-Rabbi Benjamin Blech, Professor of Philosophy of Law,
Yeshiva University

As national confidence declines, we look
towards fictional heroes to give us hope.
5 of the 10 top-grossing films of 2008 featured a superhero—the highest
number in the past 20 years.

Interest in heroism isn’t limited to Hollywood.
The Super Hero Exhibit at The Met, Fall 08

Diane Von Furstenberg drew inspiration from
Wonder Woman for recent collections.

Media has picked up the Super Hero theme,
too.

Part 2:

The Archetypal hero is a conflicted individual
on a mission:
• Confronts obstacles to awaken an inner
spiritual power and achieve a heroic vision
that ultimately serves the tribe.
• Conquers survival fears that might
compromise the journey of empowerment.
• Faces and overcomes odds in both
material and spiritual realms.
— Caroline Myss, from
Archetype cards
Pioneer in field of energy medicine and human consciousness
Author: Anatomy of the Spirit

Classic heroes adhere closely to the archetype.
“A hero is someone
who has given his or her life
to something bigger than
oneself.”
— Joseph Campbell

Heroes lost the complexity aspect of the archetype.
The Silver Age Modern Renaissance

Geoff Boucher
\"Hero Complex\" blog at LATimes.com

In the re-emergence of the classic hero,
internal conflict is equal to external conflict.

But “hero” isn’t constrained to fictional figures;

The next generation of politicians and spiritual
leaders is filling the gap.

Today’s leaders empower others to be heroes.
- Oprah’s angel network
- Bill Gates’ foundation
- Brad Pitt - ONE, New Orleans project
- Barack Obama “Yes We Can” / empowered campaign

Traits of modern heroes:
1. Empowers others
2. Embraces their inner anti-hero
3. Makes their own rules
4. Acts for the greater good
5. Is courageous

Part 3:

Empower others.

Embrace your inner anti-hero.

Make your own rules.

Act for the greater good.

Be
courageous.

Brands that behave like Super-Heroes.

Heroes have a vital role within consumers’ lives.
The key is to emulate the complex heroes of
today, not their squeaky-clean, caricatured
counterparts

Let’s continue the conversation on our blog:
http://fallontrendpoint.blogspot.com
Share ideas that inspire. FALLON PLANNERS
(and co-conspirators) are freely invited to post
trends, commentary, obscure ephemera and
insightful rants regarding the experience of
branding.