Here is an interesting perspective on branding, marketing, and the idea of a brand elevating to mythology.

http://sethgodin.typepad.com/seths_blog/2011/07/just-a-myth.html

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?