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Myth, Magic & Marketing: An Irreverent History Of Branding From The Acropolis To The Apple Store Paperback


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Product Details

  • Paperback: 150 pages
  • Publisher: Zolexa Publishing (February 23, 2012)
  • Language: English
  • ISBN-10: 0983327629
  • ISBN-13: 978-0983327622
  • Product Dimensions: 8 x 5.2 x 0.3 inches
  • Shipping Weight: 5.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,451,347 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

I've been in your shoes, staring at a half finished marketing plan, trying to figure out what really differentiates my client's widget from all the rest. Then I cracked the code. The product is important, but the promise is more important. Whether cosmetics, or tires, or office copiers, we are selling hope for a better tomorrow. That's why marketers are happy to suggest that their brand of car, or cereal, or polo shirt will bring about status, power, health, or sexual appeal. BMW, Nike, Whole Foods, all become magical portals promising to fulfill our most cherished wishes. The origins of “Myth, Magic & Marketing” go back to my undergraduate days at Penn when I studied Anthropology, and Marketing. Working along Madison Avenue brought me to the realization that branding and mythology are two sides of the same coin. Ancient peoples had a panoply of gods and spirits to meet their every need. Today, mankind has Brand Gods that serve those ancient longings. “Myth, Magic & Marketing” explores the creation and manifestation of these Brand Gods. Along the way, you’ll discover how from its earliest days, advertising leveraged the power of transcendence to add power to its messages. This book might make you smarter -- it will make you laugh!

More About the Author



When I was six years old my father let me 'play' with his broken portable radio. Didn't take long to figure out that the only thing broken was a wire connected to the speaker. I literally used a Band-Aid to put the wire back in place, and my astonished dad gave me the radio to keep as my own.

These days, marketers and entrepreneurs frustrated over sales or branding problems come to me asking, "Hey Walt, can you figure this out?" And I still specialize in finding fast and easy ways to make things work better...but Band-Aids are no longer my preferred remedy! These days, BRANDING is where I focus my diagnosis and treatment (No, I will not make any puns about 'brand aids').

Along the way, I've worked for or with companies including McCann Erickson, Playboy Magazine, GSK, Absolut Vodka, The New York Times, CITIC, and even Rev. Ike Ministries. They all wanted something to give their brands a kick in the pants.

The key to successful branding is understanding a customer's deeper motivations. She is not buying a lipstick, she is looking for the key to beauty that will bring love, youth, and happiness. He is not hoisting a beer, he's proclaiming his masculinity and intelligence, hoping to not only bond with his buddies but also catch the eye of a discerning woman.

My book, "Myth, Magic and Marketing" tells you how to make brands more effective in 128 pages of fast-reading whimsy and wisdom. It may not fix your broken radio, but it might fix a broken brand--like magic!"







Customer Reviews

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Most Helpful Customer Reviews

Format: Paperback Verified Purchase
Although an avid reader and a somewhat sophisticated consumer, I would not ordinarily select a book about marketing and branding. However, I was intrigued by the title of Walt Kuenstler's new book, "Myth, Magic & Marketing." A bit to my surprise, I was not disappointed by what was inside the covers.

Mr. Kuenstler has written a book about marketing with clarity, wit, and wonderful examples of why we choose the brands we do. By including amusing family anecdotes, and humorous stories from his professional career in advertising, he has created a book that is both insightful and personal.

Whether you have a professional interest in marketing or just want to understand the choices you make while shopping, this book is both accessible and highly original.
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Format: Paperback
Myth, Magic & Marketing tackles a broad and deep topic - how ancient myths affect modern marketing - with humor and insight. I expected a dry dissertation, but was pleasantly surprised with author Walt Kuenstler's skill in navigating the sometimes murky waters of ancient myths and their impact on our buying habits. Some parts were enlightening, some laugh-out-loud funny, and some unexpectedly answered my long-held questions, like why is that swoosh on the side of Nike shoes, and what does it mean? (I always thought it represented a runner, but...not quite...)

Myth, Magic & Marketing is an easy, enjoyable read for anyone interested in this topic, but especially for marketers, who can benefit from understanding how the old ties in with the new. After all, knowing where you came from is the best way to get where you're going.
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By Laurence Hillman on March 10, 2012
Format: Paperback Verified Purchase
It is not easy to imagine a person who would not be greatly enriched by this amazing book. Walt Kuenstler takes objects and ideas we handle or see every single day and shows us the underlying archetypal pattern that informs them. Most of us when we have a dream wake up and ask, "I wonder what it means!?" Here you have an opportunity to understand the meaning behind your day-world where the waking dream is alive and well. A masterfully written, fun to read and easy to comprehend book where the mercurial wit of the author only enhances his insights. A must read for anyone on a path of awakening.

Laurence Hillman, Archetypal Astrologer, Author "Planets in Play."
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