Myth as Brand Story

Posted: April 14, 2010 in brand, story
Tags: , , , ,

Whenever we begin talking about the greatest stories of all time – the ones that have really shaped societies and cultures – we often find ourselves using the word myth.

1. a traditional or legendary story, usually concerning some being or hero or event, with or without a determinable basis of fact or a natural explanation.

A recent interview with David Vinjamuri, the author of of a new book titled Accidental Branding, stood out to me as we think of storytelling and well, myth making in the brand context.

What lesson would you engrave in stone for entrepreneurs?
Learn how to tell your story really well. I call it ‘building a myth’ because like a myth the story has to be easy to remember and share, dramatic, and it has to have a lesson contained within it. That shareable founding story is what consumers use to convert people to your brand.”

Well said, Mr Vinjamuri. Perhaps myth should earn its place right next to story in our brand communication lexicon. Epic.


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