As a quick follow-up to yesterday's post about telling your story:
Seth Godin writes about creating brands with a deliberate mythology. Key graph:
"...if I were trying to invent a mythic brand, I'd want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks."
Unfortunately, Seth doesn't tell how to do it.
I believe that developing a good brand mythology comes down to purpose—the purpose for your business. If your product or business is a "me-too," or exists simply to make money, not to change the world, you will struggle to tell a compelling brand story.
On the other hand, if your purpose is to change the world, or change your customer's lives in a meaningful way, you probably have the beginnings of a great brand story.