Marketing with Myth

Classical mythology provides (or at least, when more of the general public was aware of it, once provided) a deep well of shared meaning from which marketers can draw. Think of NASA’s naming conventions for its space programs in the 60s: would the Apollo missions have sounded quite so noble without the moniker of the god of science and light? But as a former mythologist who now works in marketing and communications, I have a plea for my fellow marketeers: please, please, do your research first. It seems like every other week I encounter a product or service whose mythological name  might sound cool, but provides exactly the wrong message to anyone actually familiar with the story being referenced. Just three of the most egregious examples:

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