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!