Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer & JP Kuehlwein

Author:Wolfgang Schaefer & JP Kuehlwein
Language: eng
Format: mobi
Publisher: Kogan Page
Published: 2015-05-02T14:00:00+00:00

Four functions, two Ueber-Ways

So, what makes a story a myth? Of course, ultimately it’s your audience – or all of us. If we don’t ‘hold the belief’, embrace the narrative as meaningful and enlightening and your audience doesn’t view it as aspirational, something relating to their dreams, you’ll never reach mythical power, no matter how beautifully you craft and spin your story. But there are certain things you can do to increase your chances, because according to Campbell a myth becomes a myth when it serves at least some of the following four functions (Campbell, 1988):

1 The Metaphysical Function

This is about a sense of ‘awe’ and wonder. Myths talk about that which words cannot reach, let alone express. Mythical metaphors and allegories have the ability to awaken and connect us with that which transcends reality, the overall mystery of life. They always point outside themselves to something bigger, more meaningful, something omnipresent and eternal. By ‘reliving’ them we can feel this ultimate mystery.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.