Myths make people emotional…they tell a story in a way that digs down at the lizard brain (H/T to Seth Godin), and when you are dealing with products like a political candidate, a Mac, or a college athletic team…the myth that we tell ourselves is almost as important as the truth.
As marketers, it is pretty much essential that we look for the best way to build a myth that has a positive side to it, or we are going to fail in our roles as storytellers and sales people.