Chapter 12. Myths
Myths are foundation stories; the meta-narratives that shape and inform our culture. These stories encapsulate who we are, where we came from, and what we aspire to. Because traditional myths contain supernatural and fantastic elements, we sometimes think of them as “pretend stories,” as in the term “urban myth.” Although myths might contain fiction, they invariably reveal some important truth about us.
That’s why, in our view, myth is one of the most important engines of Conversational Capital. If a consumer experience is permeated by myth, it is likely informed by a powerful, coherent story. Stories create resonance and salience and are the basic currency of identity formation. Myths are stories that tell us who we are.