1.
Campaign ManagerMade by
www.enigma.swiss
Executives
Olivier Kennedy
Martin Künzi
Date
Superhero Brands
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 Twinnings Porsche
Lovemarks

6.
A new generation
of brands

7.
Uber Dollar Shave Club Airbnb

8.
Characterised by
9 behavioral traits
Superhero
brands

9.
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

10.
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

11.
Trait #2
Symbol

12.
The old way
Logo
Font
Message

13.
→ Logo
→ Color
→ Typeface
The old way

14.
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

15.
Trait #3
Mask

16.
Mask
1. Superhero brands are humans with a
mask to unfold their superpower
2. They use their Superhero identity only
when we need them
3. As humans, Superhero brands have a
broad range of emotions at hand

17.
Trait #5
Personal cause

18.
“Why someone weak?
Because a weak man
knows the value of
strength, the value of
power.”
– Captain America

19.
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

20.
Trait #9
Act, don’t talk

21.
“It's not who I am
underneath but what
I do that defines me.”
– Batman

22.
Act, don’t talk
1. Superhero brands don’t talk much 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 experience them

23.
Act like a superhero
Workshop

24.
Step 1
Under every third chair is a card with a
corporate claim of well known brand.

25.
Step 2
The one with the card work with 2
neighbors

26.
Step 3
Now the 3 of you have 4 minutes to
imagine 10 actions that will enhance
this claim.

27.
Step 4
Creat 10 other actions
Using the cheat tool

28.
1. Flash → make it faster
2. Batman → ad a gadget
3. Captain america → protect the world
against bullies
4. Robin → what is the company you
should be friend with publicly
5. Magneto → find a fantastic enemy
Get help from
these 4 Superheroes

29.
Choose the 3 top actions
Step 5

30.
Imagining actions
is easy
1. You learned how to create actions
2. Your ideas will be send to the brands

31.
Some strange cases

32.
Nike Red Bull Apple

33.
Clark Kent Brands
A mask to look
human

34.
Take aways

35.
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

36.
KickAss
“At some point in
our life, we all
wanted to be a
superhero.”
– Kickass

37.
Executives
Olivier Kennedy
Martin Künzi
Get in touch
info@enigma.swiss
+41 22 342 63 63
About us
We craft high performance
human trajectories in fast
changing landscapes
Swiss made by
www.enigma.swiss

38.
Personal Brands

39.
Roger Federer Kim Kardashian Donald Trump

40.
Executives
Olivier Kennedy
Martin Künzi
Get in touch
info@enigma.swiss
+41 22 342 63 63
About us
We craft high performance
human trajectories in fast
changing landscapes
Swiss made by
www.enigma.swiss

41.
How to become a
superhero brand
— What has changed in branding from a
brand’s perspective
— Why context has massive influence on
branding
— People connected with the brand are
more important than clients only

42.
Always remember
— Super hero brands are human
which sometimes need a mask
— Don’t be a storyteller become a
storymaker

43.
Trait #1
Superpowers

44.
“With great power
comes great
responsibility.”

45.
Superpowers
1. Superheroes have superpowers or special
gears, Superhero brands have a great
product/service
2. They don’t need to boast around, their
actions speak for them
3. What looks like superpowers to the
outside is considered a natural ability for
them

46.
Trait #4
Super Villain

47.
“You should've killed
me when you had the
chance!”
– Magneto

48.
Super Villain
1. A superhero has a clear enemy that they
fight
2. The enemy can be a brother, a friend, that
you love, but you hate what he does.
3. The enemy is not only a person but an
attitude, behavior or problem

49.
Trait #7
Mutual benefit

50.
Mutual benefit
1. People get inspired by them
2. What people do with this inspiration will
be used as inspiration by the Superhero
3. In the end we don’t know what comes
from the Superhero and what comes from
the people

51.
Trait #8
Breaking the rules

52.
Breaking the rules
1. They do not follow the norm
2. They can play in the gray legal zone
3. When it’s needed they can outpass the law
to show an example

53.
Trait #6
Sidekick

54.
“People drink ginseng tea to hone
their powers of concentration, Sir.
I, on the opther hand, have ice
cream.”
– Alfred
“Why do we fall
Sir? So we might
learn to pick
ourselves up.”
– Alfred
“I don't think you could tie
your shoes without me.”
– Pepper Potts

55.
“People drink ginseng tea to hone
their powers of concentration, Sir.
I, on the opther hand, have ice
cream.”
– Alfred
“Why do we fall
Sir? So we might
learn to pick
ourselves up.”
– Alfred

56.
Sidekick
1. Superheroes are super strong in a really
focused field but suck at lot of other
things
2. People help them to not suck at those
things
3. You want to help a super hero not for the
reward, but because you believe in the
cause

57.
quotes

58.
colo

59.
Under your seat there is a surprise
Workshop

60.
Clark Kent

61.
To Creat a superhero
We have a framework
A superhero factory

62.
Everywhere in the world, big brands are being challenged by smaller ones.

63.
But this time their challengers are much smaller.
They don’t spend millions of dollars in advertising

64.
lovemarks are a not
working shield
A logo / A message / Values are
not enough.

65.
Digital world change the
society, but the human are
always human
Brands where like divinity you
can’t touch, or discuss with.
There is another way to create
successful brand to be like a
super hero. Superheros brands
keep the human just put a mask
and define your superpower

66.
lovemarks are a not
working shield
Shield with a Logo
A banner with a message
Value with colors
Heraldique culture

67.
From brand consistency to
brand systematic
Distrution n. 01
Don’t tell
who you are

68.
Create false logo

69.
1. People will understand what you
do… and if they don’t question
what you do.
2. Let people see you with there
one frame
Learning from Super
heros

70.
From brand consistency to
brand systematic
Disruption n. 03
Stop talking

71.
1. The costume must suit the
superpower
2. Brand evolution is good
3. Dynamique identites actually
works
4. Generative Identities are the
holly gral
Learning from Super
heros

72.
From brand consistency to
brand systematic
Distrution n. 0X
The Mask
can evolve

73.
1. The costume must suit the
superpower
2. Brand evolution is good
3. Dynamique identites actually
works
4. Generative Identities are the
holly gral
Learning from Super
heros

74.
“It's not who I am
underneath but what I
do that defines me.”

75.
Chapter divider slide
Workshop

76.
Chapter divider slide
Take aways

77.
Always remember
— Super hero brands are human
— Branding is
— Don’t be a storyteller become a
storymaker

78.
colo