Understanding Brand Legends Will Make You A Master Marketer
How do you make a legend?
Yes, you can decode the power of a brand legend.
But first, let’s start by defining what a brand legend is not, because a lot of people tend to confuse the matter.
A brand legend is not heritage. It’s not history. It’s not fiction. It’s not a good story you tell others or yourself.
A brand legend, as I define it, is a narrative that makes people see their own lives differently.
Yes, history, heritage, a little creative license and a good story help, but they are not defining factors.
Ferruccio Lamborghini was the founder of a tractor factory that brought him huge financial success after WWII. By his 60’s, he was a rich, happy man, and like other rich and happy men of the time, he owned a Ferrari.
You’d think a luxury car would be engineered with custom parts, but Lamborghini, a mechanic himself, realized that his Ferrari 250 GT was in fact made with many of the same basic parts as his tractors — and it was part of the reason why he was often forced to take his car in for repairs.
