Mythmaking (brand mythology)
Updated: August 10, 2023
Mythmaking is a powerful tool in positioning and brand image. A myth is a story about a person, product, or company that acts to create a certain image. It might be true, imagined or just made up.
Examples of brand mythmaking:
Steve Jobs fired someone in an elevator because they couldn’t describe why their role was important.
- A myth that backs up the idea he was ruthless and focused. Only people with focus were allowed in his group.
“The 48 Laws of Power is the most requested book in prison.”
- Unverifiable but a great story that creates an image of underworld success. That shady people are onto something.
JFK wandered the halls of NASA and met a janitor. When asked what he did, the janitor replied: “I helped put a man on the moon.”
- Used to sell the idea that a great vision motivates people. The story is likely total BS. Even in JFK days, the President didn’t just wander the halls; the janitor has never been found.