Myth, Magic & Marketing: An Irreverent History Of Branding From The Acropolis to the Apple Store, explores how modern brand gods such as Nike and Apple create fanatical devotion in their customers by appealing the the desire for magical solutions to life’s problems.
Author Walt Kuenstler uses intelligence, wit and historical perspective to make the point that we don’t buy products — we buy hope, and all that hope entails.
Learn how marketing principles we take for granted actually first appeared at the dawn of mankind. With a wink, marketing veteran Kuenstler even suggests that branding actually made civilization itself possible.
Ancient myths tell us that there are gods and spirits who can grant any wish we have. All you have to do is say the right prayer, or offer the right sacrifice, and your dreams will come true. Those long-ago gods now live inside today’s top brands. Venus, the goddess of love, now whispers Victoria’s Secret in our ear. Dionysus, the god of wine, now lifts his glass and says “This Bud’s for you.”
Consumer behavior is governed by timeless archetypal patterns. While language and symbols evolve, the meanings and motivations behind the language remain constant. And shoppers become eager converts to whatever product offers the most enticing brand gospel. While science may have replaced the supernatural in our public conversation, ancient cravings for heavenly solutions still heat our blood-and our VISA cards.
Even common advertising vocabulary carries its own myth and magic. For example, the word "logo" seems simple enough. Until you discover that it comes from a much, much older term, "Logos" that literally means “the word of god that brings order to the universe.” Which may explain why those logos for Nike and Coca Cola can carry so much power in the market and are universally recognized around the globe.
You’ll meet early advertising pioneers such as Bruce Barton, who took on Jesus Christ as his client, and discover how John Wanamaker wrote used fairy tales to build a retailing empire.
Drawing upon luminaries including Carl Jung, Camille Paglia, Roy Rogers, Plato and Kierkegaard, Myth, Magic & Marketing is required reading for everyone in brand management, advertising, and marketing. Not to mention savvy shoppers who want to know more about what motivates them to chose their favorite products.
Discover how a little bit of myth can add real magic to the power of your own marketing!
Author Walt Kuenstler uses intelligence, wit and historical perspective to make the point that we don’t buy products — we buy hope, and all that hope entails.
Learn how marketing principles we take for granted actually first appeared at the dawn of mankind. With a wink, marketing veteran Kuenstler even suggests that branding actually made civilization itself possible.
Ancient myths tell us that there are gods and spirits who can grant any wish we have. All you have to do is say the right prayer, or offer the right sacrifice, and your dreams will come true. Those long-ago gods now live inside today’s top brands. Venus, the goddess of love, now whispers Victoria’s Secret in our ear. Dionysus, the god of wine, now lifts his glass and says “This Bud’s for you.”
Consumer behavior is governed by timeless archetypal patterns. While language and symbols evolve, the meanings and motivations behind the language remain constant. And shoppers become eager converts to whatever product offers the most enticing brand gospel. While science may have replaced the supernatural in our public conversation, ancient cravings for heavenly solutions still heat our blood-and our VISA cards.
Even common advertising vocabulary carries its own myth and magic. For example, the word "logo" seems simple enough. Until you discover that it comes from a much, much older term, "Logos" that literally means “the word of god that brings order to the universe.” Which may explain why those logos for Nike and Coca Cola can carry so much power in the market and are universally recognized around the globe.
You’ll meet early advertising pioneers such as Bruce Barton, who took on Jesus Christ as his client, and discover how John Wanamaker wrote used fairy tales to build a retailing empire.
Drawing upon luminaries including Carl Jung, Camille Paglia, Roy Rogers, Plato and Kierkegaard, Myth, Magic & Marketing is required reading for everyone in brand management, advertising, and marketing. Not to mention savvy shoppers who want to know more about what motivates them to chose their favorite products.
Discover how a little bit of myth can add real magic to the power of your own marketing!
