The Hero Persona builds its success base on the skills of one hero. Ad agencies and law firms usually build their companies on the reputation of their hero. Instead of building the image of the company to the stature of Emperor, the Hero Persona invests in the leader or nominal leader of the venture. For example, Ford automobiles were built according to the vision of Henry Ford.
The Hero can be brought in as a token partner, to be the public front man. More often, the Hero Persona venture will promote its real heroes. Law firms make sure their key partners are featured in the firm's name. Ad agencies such as Ogilvy & Mather, J. Walter Thompson, or Leo Burnett use similar strategies.
You might consider a Hero Persona if:
You are acknowledged to be the very best in your field
(it is not enough to be the best; you must be acknowledged.
You can partner with someone who is the very best in your field
You can patiently cultivate hero status by trading your considerable expertise for public acclaim
You are conceited and like to see your name everywhere.
Don't let your personal quest for fame force you down the path of Hero Persona. Remember that you must be the best and then be acknowledged to be the best. Otherwise, consider developing the Expert Persona.
The hero must be appealing. Negative heroes don't work. The hero must either be famous or become famous to have any value.
The other characteristics of the Hero Persona are:
Company bears the name of the hero.
Hero must be above reproach and cannot have a private life.
Hero must be perfect in the eyes of the public.
Company revolves around the hero center, even if the hero is no longer with the company (remember Colonel Sanders?).
Hero ventures must avoid scandals at all cost.
Hero does not actually have to be the true leader of the venture, but should appear to be.
Persona Profile: The Name Hero
The name of a hero can be enough to build a world business. Three of the biggest names in the entertainment business – Steven Spielberg, Jeffrey Katzenberg, and David Geffen – formed their own film and record company, Dreamworks SKG, in 1995. With the weight of these big heroes, their success is virtually guaranteed. They will emerge with a new venture that will require very little marketing.
One of the key advantages of the Hero Persona is the equity of the hero's name. Steven Spielberg carries billions of dollars in equity in his name alone. Finding a hero of stature can be expensive, but it can be a powerful weapon in the image wars. Success will be measured by the stature of the hero.
Illustrated: Kuanti Book Publishers used Hero red and hero tactics to dominate a niche as "North America's Provocative Publisher", allowing it to rise to high awareness and success against thousands of competitors.
