Seth Godin's Just a Myth: Brand as Mythology
http://sethgodin.typepad.com/seths_blog/2011/07/just-a-myth.html
Most of us remember the mythology stories they taught us in school (Zeus and Thor and the rest of the comic-like heroes.) Myths allow us to project ourselves into their stories, to imagine interactions that never took place, to take what's important to us and live it out through the myth.
Let's try the Wikipedia: Myths are narratives about divine or heroic beings, arranged in a coherent system, passed down traditionally, and linked to the spiritual or religious life of a community, endorsed by rulers or priests.
The key word, I think, is spiritual. Mythological brands make a spiritual connection with the user, delivering something that we can't find on our own... or, at the very least, giving us a slate we can use to write our own spirituality on.
This can happen accidentally, but it often occurs on purpose. A brand can be deliberately mythological, created to intentionally deliver the benefits of myth.
It's easy to confuse publicity with mythology, but it doesn't work that way...
It's also easy to assume that mythology will guarantee financial success...
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