{"id":225573,"date":"2021-08-24T11:55:47","date_gmt":"2021-08-24T11:55:47","guid":{"rendered":"https:\/\/canonwing.com\/?p=225573"},"modified":"2022-01-10T17:01:55","modified_gmt":"2022-01-10T17:01:55","slug":"brands-need-to-move-beyond-the-individual-heros-journey","status":"publish","type":"post","link":"https:\/\/canonwing.com\/brands-need-to-move-beyond-the-individual-heros-journey\/","title":{"rendered":"Brands Need to Move Beyond The Individual Hero’s Journey"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”3.22″ global_colors_info=”{}” theme_builder_area=”post_content” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on” da_disable_devices=”off|off|off”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_video src=”https:\/\/youtu.be\/YvzTi9Og7_w” _builder_version=”4.14.3″ _module_preset=”default” theme_builder_area=”post_content” image_src=”\/\/i.ytimg.com\/vi\/YvzTi9Og7_w\/hqdefault.jpg” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_video][et_pb_text _builder_version=”3.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]\n

Why Market Disruption Is The Key To Successful Branding<\/strong>
<\/h2>\n\n\n\n

I think we’ve all seen that adorably cute character Baby Yoda. We’ve seen the multitudes of memes around this big-eared, liquid-eyed fictional character. But, do you know, The Mandalorian (Star Wars series spinoff) has no such character at all? What we know as Baby Yoda is referred to simply as The Child in the series. It\u2019s we, the viewers that \u2018named\u2019 Baby Yoda. We the viewers decided that this was the breakout character of the series and the cutest thing since Labrador puppies! So, if Baby Yoda is a brand in itself, this owes itself to viewers and audiences; to the community. So what does this have to do with market disruption and brand creation? Stay with me as I explain or watch this video to know more [INSERT LINK].
<\/p>\n\n\n\n

Community is the New Hero.<\/strong>
<\/h2>\n\n\n\n

So here\u2019s what I, as a namer and brand-builder, have realized \u2013 it is no longer Sir Lancelot on his white steed that saves the day. The motley crew of villagers now has far more power! Earlier, we had this one hero who was the brand \u2013 case in point: Col Sanders. He had the whole 11 herb recipe and got the folks of Kentucky oohing and aahing for his fried chicken, and there we have one of America’s most enduring brands! Back then there was Ben Hur, this handsome upstanding hero, but today we have the booger-eating green ogre Shrek, his ogress girlfriend, his Donkey friend, a fire breathing dragoness, and other assorted characters that save the day!
We\u2019ve moved away from the single, larger than life hero \u2013 your brand story no longer needs that lone hero or the mysterious genius or inventor. Today, you have technology at your disposal to create your brand story, to bring about the disruption, and you need to really grow your brand. As Stephen Hawking memorably said, \u201cWe are all connected by the internet, like neurons in a giant brain.\u201d It is this very interconnectedness that makes your community, your customers the hero of your brand. Everyone is striving to be the hero in their own life, when your brand can help millions of people be the hero in their own life, your brand has rung the bell, hit the target, created a movement, changed the world.
<\/p>\n\n\n\n

Disruption is transformational.<\/strong>
<\/h2>\n\n\n\n

Disruptive technology can be your brand’s advantage. You might not think so right away, but you will agree when you watch this video https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a>
Disruption can be inconvenient. It can even be negative. But when done right, it ultimately helps to grow your brand. Think about every Instagram update that was foisted on users, which users duly hated at first, and then went right back to using and then loving the new features.
<\/p>\n\n\n\n

Not everyone belongs in a brand.<\/strong>
<\/h2>\n\n\n\n

Abercrombie and Fitch did the unthinkable when they told people that their clothes were just for the cool kids. How did their customers not vilify them for being classist, ageist, and sizeist? How did they turn a slur like \u201cFitch, Please!\u201d (popularized by Ellen DeGeneres) into a compliment for their brand? And the bad press that the brand got \u2013 \u201cAbercrombie & Fitch Refuses to Make Clothes for Large Women\u201d screamed one publication \u2013 how did that cement brand loyalty? The case study is actually quite fascinating https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a>
The point I am making here is that not everyone belongs in your brand. You cannot please everyone so you shouldn\u2019t waste time and resources trying to do that. What you want to do for your brand is to identify your target audience and then speak directly to them. Make them feel heard. Make them feel important and valued. Tune in to How to Use Disruption to Transform Your Brand into a Hero https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a> to know how you can harness the power of community and use disruption to effectively grow your brand.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Why Market Disruption Is The Key To Successful Branding I think we’ve all seen that adorably cute character Baby Yoda. We’ve seen the multitudes of memes around this big-eared, liquid-eyed fictional character. But, do you know, The Mandalorian (Star Wars series spinoff) has no such character at all? What we know as Baby Yoda is […]<\/p>\n","protected":false},"author":3,"featured_media":225577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

Why Market Disruption Is The Key To Successful Branding<\/strong>
<\/h2>\n\n\n\n

I think we've all seen that adorably cute character Baby Yoda. We've seen the multitudes of memes around this big-eared, liquid-eyed fictional character. But, do you know, The Mandalorian (Star Wars series spinoff) has no such character at all? What we know as Baby Yoda is referred to simply as The Child in the series. It\u2019s we, the viewers that \u2018named\u2019 Baby Yoda. We the viewers decided that this was the breakout character of the series and the cutest thing since Labrador puppies! So, if Baby Yoda is a brand in itself, this owes itself to viewers and audiences; to the community. So what does this have to do with market disruption and brand creation? Stay with me as I explain or watch this video to know more [INSERT LINK].
<\/p>\n\n\n\n

Community is the New Hero.<\/strong>
<\/h2>\n\n\n\n

So here\u2019s what I, as a namer and brand-builder, have realized \u2013 it is no longer Sir Lancelot on his white steed that saves the day. The motley crew of villagers now has far more power! Earlier, we had this one hero who was the brand \u2013 case in point: Col Sanders. He had the whole 11 herb recipe and got the folks of Kentucky oohing and aahing for his fried chicken, and there we have one of America's most enduring brands! Back then there was Ben Hur, this handsome upstanding hero, but today we have the booger-eating green ogre Shrek, his ogress girlfriend, his Donkey friend, a fire breathing dragoness, and other assorted characters that save the day!
We\u2019ve moved away from the single, larger than life hero \u2013 your brand story no longer needs that lone hero or the mysterious genius or inventor. Today, you have technology at your disposal to create your brand story, to bring about the disruption, and you need to really grow your brand. As Stephen Hawking memorably said, \u201cWe are all connected by the internet, like neurons in a giant brain.\u201d It is this very interconnectedness that makes your community, your customers the hero of your brand. Everyone is striving to be the hero in their own life, when your brand can help millions of people be the hero in their own life, your brand has rung the bell, hit the target, created a movement, changed the world.
<\/p>\n\n\n\n

Disruption is transformational.<\/strong>
<\/h2>\n\n\n\n

Disruptive technology can be your brand's advantage. You might not think so right away, but you will agree when you watch this video https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a>
Disruption can be inconvenient. It can even be negative. But when done right, it ultimately helps to grow your brand. Think about every Instagram update that was foisted on users, which users duly hated at first, and then went right back to using and then loving the new features.
<\/p>\n\n\n\n

Not everyone belongs in a brand.<\/strong>
<\/h2>\n\n\n\n

Abercrombie and Fitch did the unthinkable when they told people that their clothes were just for the cool kids. How did their customers not vilify them for being classist, ageist, and sizeist? How did they turn a slur like \u201cFitch, Please!\u201d (popularized by Ellen DeGeneres) into a compliment for their brand? And the bad press that the brand got \u2013 \u201cAbercrombie & Fitch Refuses to Make Clothes for Large Women\u201d screamed one publication \u2013 how did that cement brand loyalty? The case study is actually quite fascinating https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a>
The point I am making here is that not everyone belongs in your brand. You cannot please everyone so you shouldn\u2019t waste time and resources trying to do that. What you want to do for your brand is to identify your target audience and then speak directly to them. Make them feel heard. Make them feel important and valued. Tune in to How to Use Disruption to Transform Your Brand into a Hero https:\/\/www.youtube.com\/watch?v=YvzTi9Og7_w<\/a> to know how you can harness the power of community and use disruption to effectively grow your brand.<\/p>\n","_et_gb_content_width":"","footnotes":""},"categories":[27,8],"tags":[202,43,45,203],"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225573"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=225573"}],"version-history":[{"count":13,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225573\/revisions"}],"predecessor-version":[{"id":225964,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225573\/revisions\/225964"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media\/225577"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=225573"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/categories?post=225573"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/tags?post=225573"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}