Storytelling has become the hot topic as the mainstream of marketers discovered that stories can make us relate to- and remember a brand more fondly than a cold sales pitch. But marketers who seek to elevate their brands beyond the material (and concepts of ‘price for performance’) try not to just build their brands around stories but imbue them with- and elevate them through myths. In this article for the Marketing Review St.Gallen we summarize what we have learned about myth-making as we researched the principal ingredients in ‘Ueber-Branding’. Enjoy the Read.
Creating meaning through myths is one of the seven principles we talk about in our book “Rethinking Prestige Branding” and other posts and podcats on this blog.
You can connect with the university of St.Gallen and their Marketing Review here.