brand mythology

Great post the other day from Seth Godin, about brand mythology.

A couple of excerpts:

There's clearly a Google mythology and a Starbucks one as well. We feel differently about brands like these than we do about, say Maxwell House or Random House.

Mythological brands make a spiritual connection with the user, delivering something that we can't find on our own... or, at the very least, giving us a slate we can use to write our own spirituality on.

People use a Dell. They are an Apple.

Nice.