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?