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 including chapters on The Soul and Another Life, Superhuman Beings, and Disease and Leechcraft.
Part 2; Customs which looks at the connection between folk behaviour, including Rites of Individual Life.
Part 3; Stories, Songs, And Sayings covers the myths of folk culture and how they are communicated.
Download The Handbook of Folklore [PDF]