The Handbook of Folklore, published in 1913, is a thundering good read; it explores the global tradition of myths, beliefs and folk culture.
It represents an inspiring way to think about ways that these myths and beliefs can be leveraged on behalf of luxury brands.
Part 1; Belief and Practice deals with various ideologies of folk belief [...]
Yesterday we published a piece on the role of Joseph Campbell in creating mythical narratives in Hollywood movies, such as The Matrix.
Today, because it’s the weekend, here’s the Looney Tunes version…
Heritage is vitally important to luxury brand marketing. However, one of the problems is that luxury brands often try to include so many facts and figures from the brand’s prestigious past that the message can be unfocused. This ‘history lesson’ approach is often confusing to consumers, and disappoints those who want luxury brands to capture [...]
In 1908, Henri L Joly published a book called Legend in Japanese art, a masterful survey of the legends, historical episodes, and folk tales often represented in Japanese prints, sword fittings, metalwork, netsuke, and other art objects.
It was reprinted in the 1960s, but has become extremely hard to find. Now out of copyright, we managed [...]
Romaine Jerome is a watch brand which pioneered the idea of packing luxury brands with rare, and iconic, material; such as bits of the Titanic, and moon dust. The aim of the resulting ‘DNA’ series is to “illustrate the legends of our time and the mythologies that will forge the memory of the 21st century.”
There [...]