Brand as Mythology: Could the Lotus brand elevate to Mythology?
Here is an interesting perspective on branding, marketing, and the idea of a brand elevating to mythology.
How true is his statement: “People use a Dell. They are an Apple.”
I think Seth is touching on something that could be applied to the marketing of
Lotus IBM software: “Isn’t that the dream of any marketer? To create a myth?”
As Lotus completes the long and painful process of being absorbed into IBM, could they, as Seth describes, invent a mythic brand with a story that promises to deliver an heroic outcome rather than just a product and a pile of facts. I believe it is possible. Ironically, by dropping the brand, it may elevate it to mythology. What do you think?
Posted on July 31, 2011, in Marketing and tagged branding, Lotus, lotus ibm, lotus software, marketer, marketing, myth, mythology, seth. Bookmark the permalink. 1 Comment.
Interesting theory. I believe Lotus already achieved that, but for 1-2-3 and Notes will have a legacy of being the first but will Domino have a mythology? I think only among those of us who are loyal to it. Sounds like The Lord of The Rings