Fallon Brainfood: Return of the Real Hero (pdf)

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