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Sizzling

F. Scott Fitzgerald wrote in The Great Gatsby that personality is forged by an "unbroken string of successful small gestures." And, as with people, so with brands. Brand personality takes root in the soil of its own heritage and history.

Some brands have to make up a past. Others have ancestry galore to utilize if the brand`s stewards can strike the right tone without relying too much on nostalgia. I call this brand mythos--the archetypal true back-story, the legend of itself told to itself and its fans.

The rule to "remember," but not to be slavishly tethered to, is mythos. Crest started out as a cavity preventing toothpaste, but evolved into an "oral care system" that appeals to nearly every age. It`s a fine line to walk the organic trajectory of a brand`s DNA, staying within a logic that consumers can follow while allowing the brand to be alive, vital, and continue delighting.

Source:
http://www.brandingstrategyinsider.com/branding_bag/

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