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IMMORTAL INNOVATION:
Let’s re-think our start point for how brands
innovate. Let’s take our lead from
superheroes.
Here are five jump! superhero archetypes to
propel new innovation thinking.
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THE COMIC BOOK INDUSTRY IS ON FIRE
US COMIC BOOK AND GRAPHIC NOVEL SALES GREW 17% IN
THE LAST TWO YEARS.
GLOBALLY, THE INDUSTRY IS NOW WORTH NEARLY $1 BILLION*
(UP FROM $265 in 2010).
THIS IS AN OPPORTUNITY FOR MARKETERS.
* SOURCE: BUSINESS INSIDER MAGAZINE, 26TH AUGUST 2014
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THE WORLD NEEDS SUPERHEROES
SUPERHEROES NEVER DIE; THEY’RE FAR TOO AWESOME FOR THAT.
THEY AND THEIR ARCH-ENEMIES, REPRESENT TIMELESS HUMAN VALUES AND DESIRES
THAT CONNECT WITH PEOPLE.
SUPERHEROES EMBODY THE COLOURFUL AND CONFLICTING SIDES OF THE HUMAN
SOUL, BATTLING DARK AND LIGHT, GOOD AND EVIL, MORTALITY AND IMMORTALITY.
SUPERHEROES SPARK OUR IMAGINATIONS BY
BLENDING THE STORY OF THEIR FANTASTICAL WORLD
WITH OURS AND HELPING US BELIEVE IN IT.
THEY REPRESENT THE HOPES OF US WHO WISH WE COULD FIGHT CRIME AND
SAVE THE WORLD.
THEY HELP US BELIEVE IN JUSTICE AND THE POWER OF INDIVIDUALS.
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“I BELIEVE THE PROBLEMS OUR
WORLD FACES WILL NOT BE
SOLVED UNTIL PEOPLE BELIEVE
THAT ONE PERSON CAN THE
CAN MAKE A DIFFERENCE”
PETER TANGEN, PRODUCER ON HBO’S
SUPERHEROES SERIES
SUPERHEROES MAKE A DIFFERENCE.
AND THEY HELP US BELIEVE THAT WE CAN TOO.
WE CAN ALL FEEL POWERLESS AND LOST IN A
WORLD WHERE WE SEE INJUSTICE, TERRORISM,
VIOLENCE, HOMELESSNESS, POVERTY AND
MENTAL HEALTH ISSUES WITH SUCH REGUALRITY,
WE HAVE BECOME NUMBED TO THEM.
SUPERHEROES JOLT US FROM OUR FEELING OF
POWERLESSNESS AND INSPIRE US TO CONQUER
PROBLEMS.
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REAL LIFE SUPERHEROES WALK
AMONG US.
THIS IS FLAMEWING; AN ORDINARY GUY FROM
SALT LAKE CITY IN THE US, WHO PATROLS THE
STREETS AT NIGHT DRESSED AS A SUPERHERO.
HE HELPS THE HOMELESS BY GIVING OUT
FOOD AND SUPPLIES. HE PROMOTES SAFETY
AND RESPECT AMONG THE COMMUNITIES OF
SALT LAKE.
FLAMEWING IS ONE OF MANY ‘REAL LIFE
SUPERHEROES’ MAKING A DIFFERENCE IN THE
WORLD.
THE SUB-CULTURE CONTINUES TO GROW. IT IS
WORTH CHECKING OUT OTHER AMAZING
CHARACTERS HERE -
http://reallifesuperheroes.com/
WE THINK THAT THIS, MORE THAN ANYTHING,
IS PROOF OF THE POWERFUL SPIRIT OF
SUPERHEROES AND THEIR IMPACT ON THE
WORLD, AND ON BRANDS.
“IF YOU SEE A BUSINESSMAN GIVE A HOMELESS GUY $5, YOU PROBABLY WON’T REMEMBER IT THE NEXT DAY. BUT IF YOU SEE SOMEONE DRESSED UP AS A SUPERHERO HELP THEM, YOU’LL PROBABLY REMEMBER IT FOR THE REST OF YOUR LIFE”
FLAMEWING
1. SAVIOUR
2. ROGUE
3. RISK TAKER
4. CRUSADER
5. SIDEKICK
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SUPERHEROES STIMULATE US TO
BELIEVE IN BETTER FUTURES. TO SEE
THE EXTRAORDINARY AS POSSIBLE.
WHAT IF BRANDS BEHAVED MORE
LIKE SUPERHEROES?
HERE ARE FIVE JUMP! ARCEHTYPES
INSPIRED BY SUPERHEROES THAT
POINT TO EXTRAORDINARY
INNOVATION OPPORTUNITIES FOR
YOUR BRAND.
1. SAVIOUR
SUPERHEROES SHOW US HOW TO BE HEROES;
CHOOSING ALTRUISM OVER WEALTH AND POWER.
THEY HELP INSPIRE A FUNDAMENTAL BELIEF IN THE GOOD GUYS.
THEY UPHOLD WHAT IS RIGHT IN THE WORLD, WHICH GIVES US ALL HOPE AND
OPTIMISM FOR A BETTER WORLD.
SAVIOUR BRANDS ARE HONEST, SELFLESS AND FAIR.
THERE IS AN OPPORTUNITY FOR BRANDS HERE TO MAKE A POSITIVE DIFFERENCE IN
THE WORLD; TO CRAFT A BETTER PURPOSE THAT INSPIRES GOOD.
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2. ROGUE
SUPERHEROES AND THEIR ENEMIES REFLECT OUR NEED
TO TAKE ON THE SYSTEM, PLAY OUTSIDE THE RULES AND
HAVE SOME DEVILISH FUN ALONG THE WAY.
THEY CHAMPION CHAOS AND ANARCHY; TWO NEEDS WE’RE SEEING CONTINUE TO
GROW IN 2015.
THINK WIKILEAKS. ANONYMOUS. GLOBAL ECONOMIC PROTESTS.
ANARCHY AIMS TO DISRUPT THE NATURAL ORDER OF THINGS AND OPEN UP THE
RULES OF HOW PEOPLE BEHAVE. ROGUES AND VILLIANS PLAY THIS BACK TO US.
ROGUE BRANDS ARE REBELLIOUS, MISCHIEVOUS, DEFIANT.
FOR BRANDS, THERE’S AN OPPORTUNITY TO BECOME MORE UNPREDICATBLE AND
SUPRISING.
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3. RISK TAKER
THROUGH THEIR DARING ACTIONS, SUPERHEROES HELP
US DISCOVER THE STRENGTH TO BE DARING.
THEY REFLECT US AT OUR MOST FEARLESS AND ADVENTEROUS.
HEROIC ACTS. AGAINST THE ODDS. THROUGH HELL AND FIRE AND EVIL.
SUPERHEROES HELP US ASPIRE TO NOBLE IMPULSES AND AUDACIOUS FEATS.
RISK TAKER BRANDS ARE COURAGEOUS, SPONTANEOUS, BOLD.
THERE IS AN OPPORTUNITY FOR BRANDS TO CREATE MORE EXHILARATING
INNOVATIONS, PRODUCTS, SERVICES, COMMS AND EXPERIENCES.
4. CRUSADER
SUPERHEROES HELP US FIND MEANING IN LOSS AND
TRAGEDY. THEY INSPIRE US TO COPE WITH ADVERSITY.
LOTS OF SUPERHEROES HAVE TO OVERCOME HEARTACHE AND DEVESTATION IN
EARLY LIFE (BATMAN, DR. MANHATTAN, WOLVERINE, THOR).
THEY SHOW US THAT’S IT POSSIBLE TO RISE FROM HUMBLE BEGINNINGS TO BECOME
STRONGER, FASTER, BETTER.
WE ALL NEED TO BELIEVE IN THE UNDERDOG; THEIR CRUSADE TO SELF-
ACTUALISATION INSPIRES CONFIDENCE AND RESOURCEFULNESS IN US.
CRUSADER BRANDS ARE DRIVEN, UNCOMPROMISING, COMPLEX.
THERE IS AN OPPORTUNITY FOR BRANDS TO SHOW THEIR DARK AND LIGHT SIDE.
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5. SIDEKICK
SUPERHEROES SHOW US THE
IMPORTANCE OF
UNCONDITIONAL
COLLOBORATION.
A SIDEKICK ALWAYS HAS YOUR BACK.
HE OR SHE SHOWS US THAT EVEN THE STRONGEST
NEED HELP SOMETIMES.
THEY HELP US FIND MEANING IN OUR OWN
PERSONAL RELATIONSHIPS.
WE EMPATHISE WITH THEM BECAUSE WE HAVE A
DESIRE TO HELP AND INFLUENCE OTHERS.
WE WANT TO RISE TOGETHER, JUST LIKE
SIDEKICKS.
SIDEKICK BRANDS ARE SOCIAL, PROACTIVE AND
TENACIOUS.
THIS SHOWS AN OPPORTUNITY FOR BRANDS TO
COLLOBORATE TO CREATE KICK-ASS NEW
PRODUCTS AND EXPERIENCES FOR PEOPLE.
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GOPRO’S CURRENT CAMPAIGN IS ‘THIS
IS YOUR LIFE, BE A HERO’.
SO, WHAT KIND OF HERO DO YOU
WANT TO BE?
SAVIOUR
ROGUE
RISK TAKER
CRUSADER
SIDEKICK
EACH OF THESE PRESENT INNOVATION
OPPORTUNITIES FOR YOUR BRAND IN
2016.
WHAT DOES YOUR BRAND WANT TO BE?
WE CAN HELP.
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TWO WAYS FOR YOUR BRAND TO BE MORE
SUPERHERO:
INNOVATION – PLAY WITH THE
ARCHETYPES TO EXPLORE AND STIMULATE
NEW OPPORTUNITIES FOR YOUR BRAND.
INSIGHT – DISCOVER WHICH ARCHETYPES
ARE MOTIVATING TO YOUR CUSTOMERS.
UNLOCK THESE NEEDS TO BUILD STRONGER
BRANDS.
WANT TO TALK ABOUT APPLYING SUPERHERO INSIGHT TO YOUR BRAND?
Lee Geraghty- Partner/Head of UK [email protected]
Ruan McGloughlin- Partner [email protected]
Paul Kelders- MD/Founder [email protected]
Bettina MacCarvill- Partner [email protected]
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