Seth Godin has a post on how storytelling can create myths and legends around brands. He says:

Why do Santa and Ronald McDonald have a mythology but not Dave at Wendy's or the Burger King? … if I were trying to invent a mythic brand, I'd want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Endorsement by a respected ruler or priest helps as well.

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