The mythical brand

This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.

The mythical brand

Federico Cruz

Company: Mindshare

In 2009, Erik Knudsen, aka Victor Surge, posted in an online forum the first photographic evidence of a paranormal being that looked almost male: thin, unusually tall with long limbs and wearing a black suit. This character, however, had no face. It was as if his head were a white, blank slate upon which you could project whatever you feared the most. It was said he was responsible for preying mainly on children, stalking people, appearing in the background of photographs and videos, biding his time until he could strike. What did he...

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