Creating A Brand’s Mythical Figure
In the book, How Brands Become Icons, author Douglas Holt talks at length about the icon. A person or figurehead sometimes with a cult of personality, sometimes justifiably idolized, stands in proxy as the aspirational identity and embodiment of the ideal member of society incarnate. The expectation of who they are and what they represent is a brand, albeit even mythical in pumped up status. Says he:
The brand becomes a symbol, a material embodiment of the myth. So as customers drink, drive, or wear the product, they experience a bit of the myth.
It is the myth of the personality that everyone aspires to. So be who they want to become.
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