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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?

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