The Power of Myth

While we’re on the subject of myths and storytelling, here’s a video by the authors of Conversational Capital on the power of myths.

(Click to watch The Power of Myth video)

I find their descriptions of myths to be great examples of how storytelling can play a very powerful part of what a brand means to consumers, helping them identify, but also how different versions and fragments of brand stories mix together to form a much larger picture.

I think we are going to increasingly see this complex dynamic of brands evolving out of multifaceted parts and pieces. With so many people, from so many different backgrounds and with different interests connecting and meshing with the world around them, the days of the one-dimensional brand are over.