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The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool

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  • Tait, Bruce

Abstract

There is no brand strategy job more fundamental than defining and articulating the core meaning behind a brand. If this is not done properly then all the execution that flows from that brand strategy is wasted effort and money. This paper shows how brand models can be important tools to help forge more profound and more differentiated brand strategy ideas because they provide new lenses for looking at a brand. This paper explains Tait Subler's journey in creating the Mythic Status Brand Model by merging insights from modern brain science with lessons from ancient mythology. It demonstrates the successful application of the model for the Gucci brand.

Suggested Citation

  • Tait, Bruce, 2012. "The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(4), pages 377-388, December.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:4:p:377-388
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    More about this item

    Keywords

    brand model; brand theme; brain science insights for brand; status brand; values-based brand; brand purpose; mythic status brand; values ladder model; brand differentiation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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