Today, everywhere in the world, big corporations are being challenged by smaller, younger players. We call them Superhero brands. And they are super strong. Discover more about them in the visual presentation used by Enigma at the NEXT16 Conference in Hamburg.

1. Campaign ManagerMade by
www.enigma.swiss
Executives
Olivier Kennedy
Martin Künzi
Date
Superhero Brands
September 2016
The rise of a new brand generation.
We call them

2. What has changed in branding from a
brand’s perspective
Branding redefined

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. Petronas Nestlé Deutsche Bank
Corporate brands

5. Pepsi Twinings Porsche
Lovemarks

6. A new generation
of brands

7. Uber Dollar Shave Club Airbnb

8. Uber Dollar Shave Club Airbnb
Non traditional
branding
Non traditional
advertising
Non traditional
storytelling

9. Characterised by
9 behavioral traits
Superhero
brands

10. 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

11. 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

12. Trait #2
Symbol

13. The old way
Logo
Font
Message

14. → Logo
→ Color
→ Typeface
The old way

18. 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

19. Trait #3
Mask

25. 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

26. Trait #5
Personal cause

27. “Why someone weak?
Because a weak man
knows the value of
strength, the value of
power.”
– Captain America

28. I’m a pretty girl

31. 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

32. Trait #9
Act, don’t talk

33. “It's not who I am
underneath but what
I do that defines me.”
– Batman

34. Deutsche Bank
« Wir wollen die führende kundenorientierte
globale Universalbank sein. »

37. 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

38. Act like a superhero
Workshop

39. 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

40. Step by step
6 minutes
Who’s at 20 actions?

42. 1. Flash → make it faster
2. Batman → add a gadget
3. Robin → what is the company you should be friend
with publicly
4. Magneto → find a fantastic enemy
Get help from
these 4 Superheroes

43. Choose 3 top actions
Step by step

44. “Because you
worth it”
“Advancement
Through
Technology”
“Good Food,
Good Life”
“Welcome to
performance”
“We try harder”

45. Imagining actions
is easy
1. You learned how to create actions
2. Your ideas will be sent to the brands

46. Some strange cases

47. Nike Red Bull Apple

48. Clark Kent Brands
A mask to look
human

49. Take aways

50. 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

51. KickAss
“At some point in
our life, we all
wanted to be a
superhero.”
– Kickass

52. Executives
Olivier Kennedy
Martin Künzi
Get in touch
info@enigma.swiss
+41 22 342 63 63
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human trajectories in fast
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