Are brands real or are they just myths?
Brands are feelings, they are a vibe, an energy that emanates from a product or a personality. This intangible essence is what separates iconic brands from forgettable ones.
With the choices of products and services easily accessible everywhere, it’s not their features that make a brand stand out—it’s the story they tell and the emotions they evoke.
Just as our ancestors gathered around fires to share myths, today’s consumers rally around brands that tell compelling stories. This is even true today as proven by a study of Andrea Migliano of University College London done in 2017 where the Agta tribe chose storytellers over hunters and builders. This timeless human preference for narrative isn’t just ancient history—it’s hardwired into our psychology and drives our modern consumption habits.
This is where the magic of brand mythology comes into play, blending ancient storytelling techniques with modern marketing strategies.
What Makes a Brand Mythical?
Mythical brands don’t just sell products; they sell experiences, identities, and dreams. They create an emotional connection that goes beyond the functional benefits of their offerings. By using Neuro-Linguistic Programming techniques like anchoring, Apple has linked its brand to feelings of creativity and forward-thinking. We can see this principle at work in local markets too. Take SM, the Philippine retail giant, for instance. Their tagline “We’ve got it all for you” serves as a powerful anchor, conditioning shoppers to associate SM stores with comprehensive convenience. This simple phrase creates an expectation that, no matter which SM store you visit, you’ll find everything you need – a powerful promise that shapes consumer behavior and perception.
The Hero’s Journey in Branding
One of the most powerful storytelling structures is the Hero’s Journey, and smart brands leverage this to great effect. Lazada, a leading e-commerce platform in Southeast Asia, doesn’t just sell products online; it creates empowering narratives for its customers. Their LazBeauty campaign, aimed at Filipinas, is a perfect example of the NLP technique called ‘reframing.’ This campaign reframes beauty from a narrow, appearance-focused concept to a broader idea of self-expression. The campaign also uses future pacing, another NLP technique, by helping customers visualize a future where they feel confident and empowered in their own skin. Through carefully curated content, activations and product selections, LazBeauty doesn’t just sell health and beauty products; it sells the idea of a more ideal future self.
Cultural Archetypes: The Characters in Brand Stories
Brands often embody specific archetypes that resonate with their target audience. BDO Remit, as an example, embodies the Caregiver archetype as reflected in their Alagang Kabayan campaign, appealing to those who value nurturing and support. Their marketing often uses NLP’s “mirroring” technique, which involves reflecting the emotions, language, and concerns of their customers. By mirroring the dedication and sacrifice of OFWs, BDO Remit creates a deep emotional resonance, showing that they understand and share the values of their customers. This empathetic approach makes the brand feel more relatable and trustworthy, reinforcing the connection with its audience.
Speaking the Language of Symbols
Symbols are the shorthand of storytelling, and brands that master this language have a significant advantage. McDonald’s, for example, uses a variety of sensory elements to create a lasting impression:
Visual: The golden arches and the color red are powerful visual symbols. The arches are instantly recognizable, evoking a sense of reliability and consistency, while the red color is associated with excitement and appetite stimulation.
Auditory: The familiar jingle “Love ko ‘To” plays a significant role in reinforcing brand recall. This catchy tune creates positive associations and sticks in the minds of consumers, evoking feelings of happiness and satisfaction.
Kinesthetic: The texture and feel of the packaging, from the crinkle of the fries’ sleeve to the sturdiness of the Big Mac box, contribute to the tactile experience, making the act of eating at McDonald’s feel familiar and comforting.
Creating Your Brand’s Mythology
To craft your brand’s mythology, start by identifying your core values and the story you want to tell. Are you the wise mentor, like Masterclass, or the magical friend, like Disney? Once you’ve chosen your archetype, use NLP techniques like future pacing to help your customers visualize a better future with your brand in it.
The Ethics of Brand Mythology
While storytelling is powerful, it comes with responsibility. The line between persuasion and manipulation can be thin. By having a deep understanding of the market and reframing communication to highlight genuine benefits rather than creating false needs, brands can build trust and loyalty without resorting to unethical strategies. This approach ensures that customers feel respected and valued, fostering long-term relationships rather than short-term gains.
Measuring the Impact of Mythological Branding
The success of brand mythology isn’t just in short-term sales but in long-term loyalty and advocacy. Brands like LEGO have created a mythology so strong that it spans generations. They use the NLP technique of timeline therapy, connecting past, present, and future experiences with their brand to create a sense of timelessness.
In today’s world, the most successful brands are those that have nailed the art of modern myth-making. They blend timeless storytelling with NLP-inspired marketing strategies, creating narratives that resonate deeply with people. These brands don’t just win market share; they win hearts and minds. As marketers, our job is to become the storytellers of this era, crafting tales that do more than just sell products—they enrich the lives of our customers. This intersection of social anthropology, NLP, and marketing isn’t just a strategy; it’s a way to connect on a human level, making our brands part of the customer’s life story.
