Brands need myths

Saint Nick, Father Christmas or just plain Santa has become synonymous with Christmas and the holiday period – and the giving/receiving of gifts (cue chorus of retailers rejoicing).

At this time of year, Santa is all pervasive and this mythical creation has become part of our Christmas story.

For many of us, Santa is also arguably our first introduction to the notion of mythical belief. But why do we need a mythical story like Santa?

Why Do We need to believe in Santa or anything at all? What is it about the human condition that even if there’s nothing there to believe in – we’ll invent it?  And how does this relate to the role of brands in the helter-skelter of  today’s mercurial now-you-believe-it-now-you-don’t world.

And speaking of myths, did you hear the one about how Coca-Cola® advertising actually helped define our the modern-day image of Santa back in the 1920s. Did you know that? The success of this landmark campaign helped fuel the corporate legend that Coca-Cola actually invented the image of the modern Santa Claus. Not a bad myth and legend to have attributed to your organisation.  Has anyone got any other phenomenal corporate myths they would like to share?

Oh and if you feel like some further festive brand cheer, why not read this story by Michelle Rodger – All I want for Christmas is a brand like this

http://scotlandonsunday.scotsman.com/14689/Michelle-Rodger–All-I.4328688.jp