I need a hero

The discussion ‘Do we need heroes?’ as part of the Scott of the Antarctic series at the Natural History Museum last week got me thinking... What is a hero today? And can a brand be a hero?

The definition of a hero was disclosed as: Someone who is admired for their courage, achievements and noble qualities. However, the more we discussed the definition of a hero the less sure we became of it. People seem to hold their own definitions, depending on their own values, and that in modern times “hero” has become less distinct, and is often confused with “idol” and “celebrity”. Although you can understand why when a hero has courage, people worship and idol and a celebrity is famous, it is possible in this day and age to be all three.

But can a brand be a hero? Well, at the end of the session, I harboured the definition of a hero to be: Someone who is admired for being committed to the values that we cherish and has the courage to achieve their goals to the highest level. So to this end, yes, a brand can be a hero.

Which brands might we consider heroes? Well, ultimately this depends on the consumer – each is an individual holding personal values that the brand must represent and deliver. M&S with its Plan A might be a hero brand for consumers who believe that it is important for companies to combat climate change, reduce waste, use sustainable raw materials, trade ethically, and help people to lead healthier lifestyles. Tivo, Apple and Amazon might be held as heroes because they have ventured across frontiers and delivered consumer products that allow customers to explore new territories (new ways of working, buying, watching, reading etc.). Maybe Iceland is a hero to families who have less disposable incomes, because it is committed to providing affordable food.

So how do you make your brand a hero? Well, there are several factors that you need to consider and deliver to acquire hero status. First, you need to be sure your brand has clear values that will resonate with consumers, and then you must provide a story, something for your consumers to tell their friends. You must generate images, something that the consumer connects with and is easily identifiable. Consider the timing and what else is happening in your consumers’ worlds. An international presence helps to communicate that you are committed to delivering your promise on a grand scale. And finally you must sacrifice - you have to have the courage to commit to a promise. No matter what.