Fallon Brainfood: Return of the Real Hero (pdf)

This document discusses the concept of heroes and how their role has changed. It notes that as confidence in institutions has declined, people have looked more to fictional heroes for hope. However, modern heroes are more complex and internal conflicts are as important as external ones. The document suggests brands can take cues from heroes by empowering others, embracing their inner anti-hero, making their own rules, acting for the greater good, and being courageous.