The new millennium brought a major shift to the world of brand building. Brands are no longer just marketing instruments for attracting customers; they are embraced as guiding the enterprise overall, inspiring and engaging internal and external stakeholders.
Five years ago we embarked on an extensive research into what drives the success of certain class of premium-priced brands that seem to flourish, rather than fade as time goes by and we get to know them more.
Did it all start in the caves of our earliest ancestors and their sign language?
Myths are by nature clichés; that’s what makes them work. They’re easy, we get them instantly and their message shoots straight to our heart – whether we want it to or not. That’s how they capture us and how they can guide us. Besides, iconic always beats ironic, at least, when it comes to building Ueber-Brands.
So, what makes a story a myth? Of course, ultimately it’s your audience – or all of us.
