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Archive for August 9, 2007
Lucky Charms Brand Managers: Here’s Some “Illumination” for You
August 9, 2007 by Robert Kozinets.
Well, I explained yesterday’s blog entry on Lucky Charms to my son. I told him about all the mythological depth that had been gradually engineered into this forty-year-old brand. About how carefully it was being managed in order to build up its cultural resonance with the great Stories of Mankind that reside in our Collective Unconscious, the Heroes Tales that Joseph Campbell and the other great Mythologists of our time have written about, unpacked, and explained.
After listening patiently, he just shook his head.”Dad,” he said, “nobody pays attention to that stuff. They just eat the cereal because of the little marshmallows.”
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