This document discusses the concept of heroes and how their role has changed. It notes that as confidence in institutions has declined, people have looked more to fictional heroes for hope. However, modern heroes are more complex and internal conflicts are as important as external ones. The document suggests brands can take cues from heroes by empowering others, embracing their inner anti-hero, making their own rules, acting for the greater good, and being courageous.

1. we are fallon
Brainfood
Return of the Real Hero
From Caricature to Character
Jan 15, 2008

2. 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

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

4. What does it mean to be a hero in 2009?

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

6. Part 1:

7. 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

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

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

10. 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.

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

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

14. Media has picked up the Super Hero theme,
too.

15. Part 2:

16. 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

17. 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

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

20. Geoff Boucher
quot;Hero Complexquot; blog at LATimes.com

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

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

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

25. 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

26. 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

27. Part 3:

28. Empower others.

29. Embrace your inner anti-hero.

30. Make your own rules.

31. Act for the greater good.

32. Be
courageous.

33. Brands that behave like Super-Heroes.

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

39. 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.