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HERO BRAND
      in less words
The concept of hero brand was originally
             designed to help marketers and creative
HERO BRAND   people understand each other when they
             use the word “branding”.
The idea is this.

DO something special   The process of becoming a brand is simular to the process
                       of becoming a hero.


       that            To become a hero, first you need to DO something
                       special. Something that MEANS something to one or more
                       people.

 MEANS something       Like, you SAVE a baby from a burning house and that
                       MEANS a lot to the family.

 special to people.
                       Or, you WIN a gold medal at the Olympics and that
                       MEANS a lot to you country.
                       Or, you walk in the park with elderly people in the
                       weekend and that means a lot to the local community.
Now, if people know you personally, it is easy to be
        remembered as a hero. But if you’re unknown, it takes a

GAME    little bit more.



NAME
        Apart from doing something MEANINGFUL, you need to
        have a NAME, you need to be easily RECOGNIZABLE,
        and you need the RIGHT WORDS, so people can tell your

FAME
        story to impress their friends.

        These are four elements, essential to making it to

CLAIM   collective memory:


                    Game, Name, Fame, Claim
GAME    What you DO, and what it MEANS to people.


NAME    For example


FAME    Robin Hood:
          “Free the English people from the bad prince John”


CLAIM
GAME    Make sure your name is not in conflict with your game.

NAME    “Robin Hood” sounds nice.


FAME
        Hood means protection, cover, like in neighborhood.




CLAIM
GAME    Make sure you can be recognized from far away.


NAME
        Look, smell, sound or feel different.




FAME    Robin Hood can be drawn by a child.


CLAIM
        Hood with feather.
GAME    Find the right words for your act of heroism.


NAME    Remember Robin Hood’s?


FAME             “Steel from the rich, give to the poor.”


CLAIM   Brilliant.
Here’s a more contemporary example:

GAME       Free American people from the old
establishment’s rules

NAME       OBAMA

FAME      Different skin color.
          (and it sure helps to be the most attractive male
human being ever in the Whitehouse)

CLAIM      Change

Simple program. Fits on a beer coaster. Famous for ever.
DOES IT WORK FOR
                   Try it out.

 BRANDS?
GAME    Give people an advantage in life through
        technological progress

NAME    AUDI

FAME

CLAIM   Vorsprung durch Technik
GAME    Let people give the unforgettable

NAME    BONGO



FAME




CLAIM   You are what you give
GAME    Give people a sense of being on top of the world

NAME    Carlsberg




FAME                iconic green bottle




CLAIM   Probably the best beer in the world
GAME    Feeling pure in a polluted world

NAME    SPA



FAME



CLAIM   The purifying water
GAME    Uncharge natural male drift from guilt

NAME    Ché




FAME




CLAIM   Keep on dreaming of a better world
GAME    Liberate machinery from bounderies

NAME    Komatsu



FAME    huge yellow machines



CLAIM   Call the experts
GAME    Glorify the use of public transport

NAME    De Lijn



FAME    white & yellow buses



CLAIM   There’s a lot of pros to group transport
GAME    Give people the control back over their travel time

NAME    Touring Mobilis



FAME    radio traffic announcement



CLAIM   Smart on the road
GAME    Express people’s sweet- & tenderness

NAME    Lotus



FAME



CLAIM   With love inside
You can try it out yourself on many brands you know. And
              you’ll see, the harder it is to put clear short answers, the
              easier it is to forget the brand, and the brand’s story. You
              can easily identify where the weak spots are, when you
              handle a brand.


HERO BRANDS                    Are you really doing something special?
                           And does it really mean something to the lot?

   checker             Is your name in line with the special thing you do?

                 Are you easy to recognize, and do you look, smell, feel,
                                  sound different from your competitors?

                              Did you find the right words for your story?
About this story thing, one last word: true heroes never
say of themselves that they are the best.

In advertising this translates as: It is not about the story
you tell to people, it is about the story you give them to tell
each other.
Hero Brand looks like just another way to describe
brands, and it is. But it does one wonderful new thing. It
makes marketers think and talk about their brand in words
that inspire and motivate talented creative people.

The book is 176 pages, illustrated with helpful examples
and tips how to make it work through all communication
efforts, from graphic identity to messaging to all audience
on and off line. And my wife says it is fun to read.
Have a look at

   www.heldenmerk.be

and ask Guillaume about Hero Brand.

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Herobrandsummary 090528091151-phpapp01

  • 1. HERO BRAND in less words
  • 2. The concept of hero brand was originally designed to help marketers and creative HERO BRAND people understand each other when they use the word “branding”.
  • 3. The idea is this. DO something special The process of becoming a brand is simular to the process of becoming a hero. that To become a hero, first you need to DO something special. Something that MEANS something to one or more people. MEANS something Like, you SAVE a baby from a burning house and that MEANS a lot to the family. special to people. Or, you WIN a gold medal at the Olympics and that MEANS a lot to you country. Or, you walk in the park with elderly people in the weekend and that means a lot to the local community.
  • 4. Now, if people know you personally, it is easy to be remembered as a hero. But if you’re unknown, it takes a GAME little bit more. NAME Apart from doing something MEANINGFUL, you need to have a NAME, you need to be easily RECOGNIZABLE, and you need the RIGHT WORDS, so people can tell your FAME story to impress their friends. These are four elements, essential to making it to CLAIM collective memory: Game, Name, Fame, Claim
  • 5. GAME What you DO, and what it MEANS to people. NAME For example FAME Robin Hood: “Free the English people from the bad prince John” CLAIM
  • 6. GAME Make sure your name is not in conflict with your game. NAME “Robin Hood” sounds nice. FAME Hood means protection, cover, like in neighborhood. CLAIM
  • 7. GAME Make sure you can be recognized from far away. NAME Look, smell, sound or feel different. FAME Robin Hood can be drawn by a child. CLAIM Hood with feather.
  • 8. GAME Find the right words for your act of heroism. NAME Remember Robin Hood’s? FAME “Steel from the rich, give to the poor.” CLAIM Brilliant.
  • 9. Here’s a more contemporary example: GAME Free American people from the old establishment’s rules NAME OBAMA FAME Different skin color. (and it sure helps to be the most attractive male human being ever in the Whitehouse) CLAIM Change Simple program. Fits on a beer coaster. Famous for ever.
  • 10. DOES IT WORK FOR Try it out. BRANDS?
  • 11. GAME Give people an advantage in life through technological progress NAME AUDI FAME CLAIM Vorsprung durch Technik
  • 12. GAME Let people give the unforgettable NAME BONGO FAME CLAIM You are what you give
  • 13. GAME Give people a sense of being on top of the world NAME Carlsberg FAME iconic green bottle CLAIM Probably the best beer in the world
  • 14. GAME Feeling pure in a polluted world NAME SPA FAME CLAIM The purifying water
  • 15. GAME Uncharge natural male drift from guilt NAME Ché FAME CLAIM Keep on dreaming of a better world
  • 16. GAME Liberate machinery from bounderies NAME Komatsu FAME huge yellow machines CLAIM Call the experts
  • 17. GAME Glorify the use of public transport NAME De Lijn FAME white & yellow buses CLAIM There’s a lot of pros to group transport
  • 18. GAME Give people the control back over their travel time NAME Touring Mobilis FAME radio traffic announcement CLAIM Smart on the road
  • 19. GAME Express people’s sweet- & tenderness NAME Lotus FAME CLAIM With love inside
  • 20. You can try it out yourself on many brands you know. And you’ll see, the harder it is to put clear short answers, the easier it is to forget the brand, and the brand’s story. You can easily identify where the weak spots are, when you handle a brand. HERO BRANDS Are you really doing something special? And does it really mean something to the lot? checker Is your name in line with the special thing you do? Are you easy to recognize, and do you look, smell, feel, sound different from your competitors? Did you find the right words for your story?
  • 21. About this story thing, one last word: true heroes never say of themselves that they are the best. In advertising this translates as: It is not about the story you tell to people, it is about the story you give them to tell each other.
  • 22. Hero Brand looks like just another way to describe brands, and it is. But it does one wonderful new thing. It makes marketers think and talk about their brand in words that inspire and motivate talented creative people. The book is 176 pages, illustrated with helpful examples and tips how to make it work through all communication efforts, from graphic identity to messaging to all audience on and off line. And my wife says it is fun to read.
  • 23. Have a look at www.heldenmerk.be and ask Guillaume about Hero Brand.