Brand mythology

The world has too many good products, marketed too well. ‘The gentle art of persuasion’ has become a commodity. Creative excellence, honesty and new product development no longer provide the basis for sustained competitive advantage. Instead marketing needs to be re-invented as ‘the gentle art of mattering’. To matter is to play a unique developmental role in the life of a consumer. This developmental role has traditionally been played by mythology, a body of metaphorical stories or parables which enable us to pass through the difficult milestones which puctuate our lives. Yet there is no coherent mythology today. Can brands occupy the role once played by myths? Can brands represent the archetypes which enable us to grow? Can brands use their value in personal development to compete?