Brand packaging: the power of brand mythology

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Brand packaging: the power of brand mythology

Mark BateyDiplomático Rum

We all respond to the power of storytelling – to myths and fables. This power, brought to life through the immediacy of packaging, can be harnessed to tell the story of brands and help people understand what the brand stands for, and stimulate them to become co-authors of the ongoing brand story.

Can a compelling story transform a random, worthless trinket into a valuable object? A project called Significant Objects was conceived by a New York journalist to explore this question. His team bought 100 worthless objects from garage...

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