Date post: | 23-Jan-2015 |
Category: |
Entertainment & Humor |
Upload: | alyson-heller |
View: | 28,396 times |
Download: | 2 times |
we are fallonBrainfood
Return of the Real HeroFrom Caricature to Character
Jan 15, 2008
Fallon Brainfood - trends, ideas, opportunities andthought 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
“A hero is an ordinary individual who finds the strengthto persevere and endure in spite of overwhelming obstacles.”
— Christopher Reeve
What does it mean to be a hero in 2009?
The heightened relevance of heroesWhat it means to be a hero todayHow brands can foster heroism
Part 1:
People have lost faith in public institutions.
*CBS News poll, 12/9/08
91% ofAmericans
say thenational
economy isbad.*
the 2008Harris
InteractiveConfidence
Index is 44,down 9 points
24% of Americans approveof the job Bush is doing;
68% disapprove.*
We’ve lost our ability to idolize heroes.
- Christopher Arnott,“Supeheroes Without a Cause”
-Rabbi Benjamin Blech, Professor of Philosophy of Law,Yeshiva University
As national confidence declines, we looktowards fictional heroes to give us hope.
5 of the 10 top-grossing films of 2008 featured a superhero—the highestnumber in the past 20 years.
Interest in heroism isn’t limited to Hollywood.
The Super Hero Exhibit at The Met, Fall 08
Diane Von Furstenberg drew inspiration fromWonder Woman for recent collections.
Media has picked up the Super Hero theme,too.
Part 2:
The Archetypal hero is a conflicted individualon a mission:
• Confronts obstacles to awaken an innerspiritual power and achieve a heroic visionthat ultimately serves the tribe.
• Conquers survival fears that mightcompromise the journey of empowerment.
• Faces and overcomes odds in bothmaterial and spiritual realms.
— Caroline Myss, fromArchetype cards
Pioneer in field of energy medicine and human consciousness
Author: Anatomy of the Spirit
Classic heroes adhere closely to the archetype.
“A hero is someonewho has given his or her life
to something bigger thanoneself.”
— Joseph Campbell
Heroes lost the complexity aspect of the archetype.
Modern RenaissanceThe Silver Age
Geoff Boucher"Hero Complex" blog at LATimes.com
In the re-emergence of the classic hero,internal conflict is equal to external conflict.
But “hero” isn’t constrained to fictional figures;
The next generation of politicians and spiritualleaders is filling the gap.
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
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
Part 3:
Emp
ower
oth
ers.
Emb
race
you
r in
ner
anti
-her
o.
Mak
e yo
ur o
wn
rule
s.
Act
for
th
e gr
eate
r go
od.
Be
cour
ageo
us.
Brands that behave like Super-Heroes.
Heroes have a vital role within consumers’ lives.
The key is to emulate the complex heroes oftoday, not their squeaky-clean, caricatured
counterparts
Let’s continue the conversation on our blog:
Share ideas that inspire. FALLON PLANNERS(and co-conspirators) are freely invited to posttrends, commentary, obscure ephemera andinsightful rants regarding the experience ofbranding.
http://fallontrendpoint.blogspot.com