Branding is evolving, after the 20th century dominated by corporate branding and Lovemarks a new kind of brand has risen: Superhero brands.
Enhanced by a more connected world where individuals have more power to communicate than ever before, the old way to create identities is declining. After studying 250 brands we have the pleasure to share where we are in this new way to create brands shaped for the 21st century
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
17. 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
22. 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
24. “Why someone weak?
Because a weak man
knows the value of
strength, the value of
power.”
– Captain America
25.
26.
27. 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
29. “It's not who I am
underneath but what
I do that defines me.”
– Batman
30.
31.
32. 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
38. 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
48. 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
51. 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
52.
53. 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
54. Always remember
— Super hero brands are human
which sometimes need a mask
— Don’t be a storyteller become a
storymaker
59. 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
63. 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
69. 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
74. 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
76. “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
77. “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
78.
79.
80.
81. 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
94. To Creat a superhero
We have a framework
A superhero factory
95. Everywhere in the world, big brands are being challenged by smaller ones.
96. But this time their challengers are much smaller.
They don’t spend millions of dollars in advertising
97.
98. lovemarks are a not
working shield
A logo / A message / Values are
not enough.
99. 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
100. lovemarks are a not
working shield
Shield with a Logo
A banner with a message
Value with colors
Heraldique culture
105. 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
108. 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
111. 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
112.
113.
114. “It's not who I am
underneath but what I
do that defines me.”