Fallon Brainfood: Return of the Real Hero (pdf)


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Fallon Brainfood: Return of the Real Hero (pdf)

  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.
  13. Media has picked up the Super Hero theme, too.
  14. Part 2:
  15. 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
  16. 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
  17. Heroes lost the complexity aspect of the archetype. The Silver Age Modern Renaissance
  18. Geoff Boucher quot;Hero Complexquot; blog at LATimes.com
  19. In the re-emergence of the classic hero, internal conflict is equal to external conflict.
  20. But “hero” isn’t constrained to fictional figures;
  21. The next generation of politicians and spiritual leaders is filling the gap.
  22. 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
  23. 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
  24. Part 3:
  25. Empower others.
  26. Embrace your inner anti-hero.
  27. Make your own rules.
  28. Act for the greater good.
  29. Be courageous.
  30. Brands that behave like Super-Heroes.
  31. Heroes have a vital role within consumers’ lives. The key is to emulate the complex heroes of today, not their squeaky-clean, caricatured counterparts
  32. 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.