Marketers can learn from ancient mythology.For example, we learn from Joseph Campbell that in just about every culture, a God cannot be reduced through multiplicity. The God can show up in thousands of places, and in thousands of forms, simultaneously without diluting its power. This means that whether a God appears in a burning bush, a bowl of cereal, or descends from a cloud, the God always carries the same meaning and power. This should be the aspiration of every great brand. Whether your brand appears on Facebook, Twitter, YouTube, fliers, in print ads, on TV, or elsewhere, it should carry the same standards of excellence. This also means that one of the biggest threats to brands these days is the pressure to do too much (and to be too many places) in the social media space. But you can look at one of the 21st century’s greatest marketers, Seth Godin, for an example of how you can successfully resist the pressure to overextend yourself. Seth Godin didn’t get on Twitter until last year. He didn’t get on Facebook until last year. And once he finally adopted those platforms, his first order of business was managing his fans expectations. He makes it very clear that he only uses Twitter and Facebook to post his new blog entries, which is where he spends his time. He doesn’t try to halfheartedly interact with people, to respond to comments, or to post interesting observations. This ensures that when people experience the Seth Godin brand, they never get a diluted version. Whether they experience him on Facebook, Twitter, or anywhere else, they always get the same thing. This means he may miss some opportunities by not using Twitter or Facebook to their full potential, but it also means that he doesn’t diminish his own message, just like one of the Gods in Joseph Campbell’s books.
Will Marlow is a PR specialist, marketer, and amateur photographer who lives in Northern Virginia. You should follow Will Marlow on Twitter.