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. There are dozens, if not hundreds of entertainment mythological brands. James Bond and Barbie, for example….. 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. So, if I were trying to invent a mythic brand, I’d want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Endorsement by a respected ruler or priest helps as well. The key word, I think, is spiritual.
