What makes the desert beautiful is that somewhere it hides a well.
-Antoine de Saint-Exupery.

Don’t create myths. Create the space to allow them to happen

Myths are powerful. They are seminal storytellers of events that may or may not have happened. The most powerful are semi-believable, but contain some element of wonder and magic.

It’s hard to dream up a myth, like you can think up some marketing campaign: They can feel forced. They can feel like they are selling something. And so they don’t get shared.

The best ones just happen all by themselves. And when they do, they will be shared. And they can really help build your brand. Because, like I said at the start, myths are powerful.

My learning from myths is what you can do as a brand builder is to create a space for myths to happen. And, just wait and see what unfolds.

via {David Hieatt}


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