The Mythic Status Brand Model: Blending Brain Science and Mythology to Create a New Brand Strategy Tool

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The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool

Received (in revised form): 6th August, 2012

BRUCE TAIT is a founding partner of Tait Subler LLC, a brand strategy consultancy based in Minneapolis, Minnesota.The firm helps a diverse set of clients to differentiate their brands and optimise their brand portfolio architectures.Tait Subler has worked with clients like DKNY, Nike, Saks Fifth Avenue, Moët Hennessy, Harley Davidson, Johnson Controls, Best Buy, General Mills, Five Star Appliance, Gucci and TIME magazine – in North America and globally.

Abstract There is no brand strategy job more fundamental than defining and articulating the core meaning Bruce Tait behind a brand. If this is not done properly then all the execution that flows from that brand strategy is wasted effort and money.This paper shows how brand models can be important tools to help forge more profound and more differentiated brand strategy ideas because they provide new lenses for looking at a brand.This paper explains Tait Subler’s journey in creating the Mythic Status Brand Model by merging insights from modern brain science with lessons from ancient mythology. It demonstrates the successful application of the model for the Gucci brand.

Keywords brand model, brand theme, brain science insights for brand, status brand, values-based brand, brand purpose, mythic status brand, values ladder model, brand differentiation

INTRODUCTION instance, Martin Lindstrom, working Much of the discussion around brands with Dr Gemma Calvert, reportedly today is dominated by changes in tech- spent US$7m over three years compar- nology and media because they are ing, among other things, the brain scans rewriting the way marketers reach out to of religious people with those of con- consumers – and the way consumers can sumers who have high brand loyalty, to participate in conversations with brands. show how strongly brands work – in a But there is another important advance similar way to religion – inside the that could impact brand strategy on a brain.1 Dr Antonio Damasio’s work at more fundamental level. That develop- the University of Iowa and the ment is the growing understanding of University of Southern California has the human brain offered up by neuro- used brain scans to understand better 2 Bruce Tait, science. Functional magnetic resonance how emotions drive decision-making. Tait Subler LLC, 12 South 6th Street, Suite 909, imaging (fMRI) technology can now be On the whole, brain science has evolved Minneapolis, MN 55402, USA used to determine which part of the to the point where it should be able to Tel:+1 612 758 2006 brain is used when thinking about differ- inform our ability to create more mean- Fax: +1 612 758 2001 E-mail: [email protected] ent brands or making decisions. For ingful, differentiated brands.

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It is surprising that these incredible new doing, one can engage clients more fully, insights from brain science have not and everyone involved has a much better already made more impact on how market sense of where they are heading. A brand research is conducted and how we choose model helps make the messy, iterative and to design rich meaning into brands. The creative work of brand strategy into some- hard science provided through these new thing that seems to have more linearity, insights is certainly a more solid hard edges and scientific veracity. It puts foundation for brand strategists than the everyone in the same place and makes the application of (sometimes debatable) psy- goals for primary consumer research chological theories that have been used up explicit. Just as importantly, a fresh brand until now. But it is up to brand strategists model can put a new lens on the problem to create models and practical applications of how to define a brand in a differentiat- that can easily be understood and applied ing manner. It opens the mind to new to organisations. avenues for bringing an important and This paper will chronicle recent unique meaning to the brand essence, or efforts to develop such useable models, theme. Finally, it breaks down old, implic- and it provides an example of the appli- itly held models that may cause a client to cation of one of these, the Mythic Status veer back into well-trodden, undifferenti- Brand Model, to successfully reposition ated brand ideas. Gucci. The Mythic Status Brand Model It would be very difficult to sell a rec- worked to help articulate the meaning of ommended brand theme were the senior the Gucci brand, and it has broader decision-makers not introduced to the applicability for brands in terms of what brand model being used and given the could be called ‘badge categories’. But chance to apply it themselves in brand before delving into a discussion of this work sessions. For instance, even more tra- particular brand model, it is important to ditional marketers who may gravitate review the value of brand models in the toward a functionally-based brand theme, first place. may begin to see the power of a values- based brand theme when they understand how it works in a model based on insights WHY ARE BRAND MODELS SO into neuroscience. IMPORTANT? Our experience working with organisations around the world to help them THE VALUES-BASED BRAND THEME better differentiate their brands suggests What do we mean by a ‘values-based that most marketers are open and eager to brand theme’? It is a way of expressing the learn about the insights obtained from core meaning of a brand by answering the brain science. But there seems to be a gap question, ‘to what end do you make the between theory and practice. Most clients products or services you sell?’ It helps have not seen actionable models that consumers see that there is a purpose for translate the science into a tool for articu- the organisation beyond just making lating a brand’s core meaning. money, and it specifically defines that The value of a brand model is that it greater end. Functional brand themes makes the highly esoteric job of defining tend to be about the means to an end, the meaning behind a brand into a more which neuroscientists have shown is less systematic and reasonable task. In so meaningful to people.2 For instance, it is

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less powerful and less defensible in the around their range of products, but they long term for a battery brand to claim are now evolving to overlay a values- ‘our batteries last longer’ than it is to level approach through the ‘Proud claim that the entire organisation is Sponsor of Moms’ work featured in focused on delivering its ‘core belief in the their sponsorship of the last two summer power of preparedness’. Of course, a com- Olympic Games. Apple is another (per- pany that believes in preparedness may haps over-used) example of a brand that well also claim longer-lasting batteries as a makes a values connection in the way feature or support point. But it is also the brand is defined. In the last 15 years forging deeper levels of trust and loyalty it has let us know through advertising, with people who hold a similar belief or product design, its stores and the voice value. Moreover, when their competitors of Steve Jobs that it deeply values and occasionally better their product, they will recognises the power of creativity. have created loyalty to their end purpose Consumers who have similar values put that will help retain their customers.They the Apple logo in their car windows. will have created irrational loyalty to some They use the brand as way of announc- degree. ing to all that they value creativity, and The findings from brain science seem indeed are (or at least aspire to be) cre- to make it clear that the most powerful ative minds. brands are able to transcend functional We call the core idea that articulates a benefits and become lodged in the part of brand’s meaning a brand theme. It is a com- the brain where intimate belief structures bination of the positioning statement and exist. Indeed, the icons of powerful brands the mission statement into a single power- work in exactly the same way as religious ful idea that works to drive internal behav- symbols do for religious people, according iours, as well as to position the brand for to the aforementioned study by Martin consumers. Using the same concept to Lindstrom. Brands like Harley Davidson express both the internal and external idea and Apple act in an almost indistinguish- behind the brand ensures better alignment able way from religious symbols in a in all of the organisation’s efforts to consis- person’s brain. Essentially, their brand tently live up to the desired image of the iconography lights up the same region of brand in the marketplace. Moreover, a the brain for their fans as religious icons brand theme makes it possible to create a do for religious people. But it is not just differentiated idea that provides shared about symbols. The meaning behind a meaning and purpose for both consumers brand can also connect with the values and employees. and self-image of its consumers. Brands Experience suggests that a brand theme that make this kind of values connection has a greater likelihood of driving real are able to create irrational loyalty. They change across all aspects of a business, are forgiven for their failures and loved whereas a brand positioning tends to affect more deeply for their successes.This kind only the marketing communications. A of loyalty allows for a price premium to brand theme works because it becomes be charged, and it can even allow for that the conceptual centre of the business strat- price premium to be perceived as a benefit egy (see Figure 1). by the consumer. Creating a brand model helps to frame Procter & Gamble have typically been and articulate the brand theme in the most very focused on functional brand themes powerful manner possible.

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Figure 1 The brand theme is the conceptual centre of the business strategy

HOW GUCCI LED US TO THE MYTHIC ative visionary for the brand, but the focus STATUS BRAND MODEL would be on the brand moving forward, In late 2004, Gucci’s then new president, and that meant that a very clear articula- Mark Lee, was looking to help his team tion of what the brand stood for was vital. articulate a point of view and core brand The brand model that initially drew theme after the sudden departure of their Gucci to Tait Subler was the company’s visionary designer,Tom Ford, and his busi- values ladder model (see Figure 2). In the ness partner, Domenico De Sole. Both the book The Mental World of Brands, Franzen business and fashion press were predicting and Bouwman describe the high degree the imminent demise of Gucci without to which a person’s values system influ- Tom Ford, who had spent the better part ences the way they see themselves in rela- of ten years making Gucci a darling of the tion to the rest of the world.3 Moreover, fashion press. In fact, sales hit record levels they cite various models from brain sci- just a few years before he left. Most prog- ence that describe the way the brain nosticators felt that without Ford and De structures meaning around the concep- Sole, both the creative design and the busi- tion of things.They point out that the sci- ness were in big trouble. entific models around structures of From a brand perspective, Gucci had meaning have different levels in a evolved into ‘Tom Ford for Gucci’. Mark means–ends hierarchy (as previously dis- Lee was determined to ensure that the cussed), with the lowest levels being the brand would never play second fiddle to a concrete, superficial characteristics of a star designer in the future. He eventually product (such as more horsepower or elevated Frida Giannini to be the new cre- fresh ingredients); and the highest, most

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Figure 2 The Tait Subler Values Ladder Model

potent levels being those that relate to our in a manner that would engender greater feelings and ultimately, our values (as loyalty, increase brand elasticity and ulti- ends). For this reason, Tait Subler created mately,improve margins.The values ladder an explicit ladder that pushes a brand had brought a lot of success to Tait Subler toward an explicit statement of its ‘ends’ – in the company’s work with many major otherwise known as its values or purpose. brands, so we were confident that it would The goal is to articulate how a brand will be helpful for Gucci. But we were wrong. work at each level of this ladder, and to push toward a values connection with its targeted consumers so that they see like DEVELOPMENT OF THE MYTHIC ‘ends’ with the brand, and thereby STATUS BRAND MODEL become more deeply invested and loyal. Gucci is among a very short list of brands Then for some brands, it is appropriate to that are truly global, luxury, designer fash- frame the values in the context of how a ion brands. Louis Vuitton and Chanel are brand wants to change the world, or the in the same elite category. These brands movement it wants to own.This idea of a take themselves very seriously, and their movement as a highly powerful brand core customers take the brands equally strategy is well described in Mark Earls’ seriously.Yet the kinds of movements that book Welcome to the Creative Age, where he we arrived at for Gucci somehow seemed shows that what he calls a ‘purpose idea’ shallow. Every fashion movement we can make a greater impact both on con- created failed to capture the power of the sumers and internally at organisations.4 brand.The movement ideas we developed The values ladder is a powerful tool to even seemed to strip away some of the help clients articulate their brand themes grandeur and magic that the brand still

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had.They were not authentically Gucci. In second — the story of our quest for love effect, there was something else that had from the world — is a more secret and made Gucci such a potent brand – and we shameful tale ... like something of interest needed to discover what was behind the chiefly to envious or deficient souls ... and magic. Tait Subler was in a high-profile, yet this second love story is no less intense high-pressure situation and its most proven than the first, it is no less complicated, important, or universal, and its setbacks are model was not working. no less painful’5. It was not the case that brain science could not help, because the new Mythic Our deep investigation into the machina- Status Brand Model that was ultimately tions of status led us to mythology. developed certainly draws on some of the Mythology exists in virtually every cul- same insights.The new model also helps to ture in the world (important for a global connect the brand to the emotional side of brand) because it addresses some basic the brain that is so powerful in our deci- human needs. Mythological stories were sion-making, according to neuroscientist often used by elites to ensure that their 2 Antonio Damasio’s work; and it still con- status was unchallenged. According to the nects deeply into values, as it defines the social philosopher Mache, ‘myths were target’s greatest fears or aspirations as well used to allow social order to establish its as their desired self-image. But the new permanence on the illusion of natural model does so in a surprising and distinct order’.This would suggest that mytholog- context that reflects an ancient human ical stories sanctified and secured status for need to make sense of our world and our those at the top. social order.At the same time, it provides a Wikipedia’s definition of mythology new lens through which to view the brand states that ‘Myths are intended to explain in order to articulate a more original and natural phenomena, inexplicable cultural differentiating brand theme. conventions, and anything else for which As we worked to unravel the way Gucci no simple explanation presents itself’. So could be optimised, we started to focus societal status, as an inexplicable cultural more and more on status. Gucci is desired convention, is linked to the idea of mythol- by many but available only to a few. ogy.In fact, the term ‘mythic status’ is often Understanding social hierarchy is vital used in scholarly perspectives on mythol- because Gucci is really in the business of ogy. It struck us that this mythic sensibility brokering status. It manages its social cur- was really the source of Gucci’s magic. But rency (and relative rarity) to offer a this mythic, magical quality was not explic- glimpse of something just out of reach, but itly addressed in any of our existing brand not beyond hope – the keyhole effect. models, so we decided to create a new Price is one reason for this limited avail- model that merged brain science with ability, so a high price is actually a benefit principles of mythology.We wanted to tap to consumers. Some of the best insight we into Joseph Campbell’s notion that found into the nature of status came from ‘Mythology explains the universe and your Alain de Botton’s book, Status Anxiety. place in it’.6 He sums it up like this: Joseph Campbell devoted his life to the study of mythology around the world, and ‘Every adult life could be said to be defined he saw a common role for mythology in by two great love stories. The first — the ancient times as well as today.It seemed to story of our quest for sexual love ... The

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us that just as ‘Mythology explains the uni- sort of transformation. People perceive their verse and your place in it’, perhaps mythic personal reality differently because they use status brands do the same in today’s brands to tell others who they are and society. Perhaps they offer more than just where they fit in society.More importantly, status. Campbell said that ‘One of the basic they use (some) brands to change the way functions of myth is to help each individ- they see themselves. While the idea of ual through the journey of life, providing a status led us to mythology,we found that in sort of travel guide or map to reach fact, mythology (and mythic brands) pro- “bliss” (fulfillment)’. Great brands do just vide three great benefits, only one of this: they promise fulfilment and transfor- which is status.The second is the transformation. mation into something more ‘god-like’, According to Margaret Atwood, who and the third is the idea that one can sus- contributed to modern mythology with pend logic and believe in some magical her book, The Handmaid’s Tale, ‘myth can quality in life (see Figure 3). be understood as a map of the human Plato discussed the distinction between psyche’. Mythology tells us about our mythos and logos, or story and philosophy, greatest fears and desires. We certainly mythology and logic.7 Logic is used to tell know that the brands a consumer chooses a dispassionate tale that is heavily reliant tell us about their psyches too – their on facts. Mythos relies less on facts and desires and their fears are exposed if you more on feelings – those great desires and know how to interpret the badges in fears that Atwood references.An emphasis which they cloak themselves. Ultimately, on mythos reflects the learning in brain in a myth, people can put themselves in science indicating that decisions are made the sandals of the gods, and feel transcen- in areas of the brain responsible for emo- dent – and transformed. tions. If we can make connections in these So, like mythology, mythic status brands parts of the brain we are more likely to promise to help a person find their place in win over consumers. It is interesting that society and to enhance it through some in price-sensitive categories, logos rules.

Figure 3 The three benefits of mythology and mythic status brands

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But when we ask for irrational loyalty from a consumer, as the best brands do, then we are asking them to connect with the mythology of the brand – to respond to feelings more than logic and buy into a promise that is in some ways incredulous or magical . . . like the idea that a fashion brand can make you into something more than you are today. Ultimately, mythic status brands make this ‘magic’ work, and in today’s world, people crave myths. Western culture has become almost entirely logos-driven, and people want some magic back. They want to believe in an alternative truth about themselves; they want to believe Figure 4 The Tait Subler Mythic Status Brand Model in transformation – browsing the self- help section of any bookshop will dispel any doubts about this. While it is true the logos piece – the functional benefit. that mythic status brands rarely have a The next rung up is where status plays real product that lives up to their an incredibly important role, through mythic qualities, this does not matter as the social identity benefit, which articu- much as it would for much less expen- lates how the consumer wants to be per- sive brands positioned around the func- ceived by others. This is the classic tional attributes and benefits (logos) of archetype. products. The rung above this on the ladder is Our journey with Gucci led us to con- what we call the personal identity benefit. struct a model for a special kind of brand, This is a clear articulation of how the but it is broadly applicable beyond fash- brand will make the consumer feel about ion.Any brand that is in a badge category herself when she is alone, looking in the (including a retail brand) can differentiate mirror or just experiencing the brand. itself by applying this model to gain a This level is much more important in that deeper connection with its target group. it promises to really change who a person We define a mythic status brand as is, not just to disguise her, as the social follows: benefit does. Finally, on the top rung of the ladder is ‘A mythic status brand promises to help a the mythic benefit. This is where a true consumer define a new reality. It helps us mythic status brand pulls away from typical define ourselves (externally and internally), badge brands. It audaciously promises to but more importantly, it promises to trans- address a consumer’s deepest fears and aspi- form us so we can realise our greatest rations – it helps them be more ‘god-like’. desires and avoid our greatest fears.’ As one moves up the ladder, the transfor- mative power grows and the reliance on The mythic status brand model graphi- facts diminishes. This is one of the reasons cally reflects this definition (see Figure why Gucci advertisements contain so little 4). On the lowest rung of the ladder is text.

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APPLYING THE MYTHIC STATUS to view the brand and that lens highlighted BRAND TO GUCCI an opportunity perhaps to focus and re- Tom Ford epitomised the celebrity energise the brand, as well as to differenti- designer during his time at Gucci. His ate it better from competitors. tuxedo shirt undone nearly to his midriff, Extensive qualitative research was done he swaggered confidently as the beloved through focus groups around the world. star of the fashion press in the 1990s and This research used a variety of projective early 2000s. Indeed, his talent and keen and enabling techniques, but the mythic marketing sensibility gave Gucci a new status brand model helped to structure the lease on life and led to a peak in sales for methodology as we spent time exploring the brand in 2000.The brand’s positioning Gucci, its competitors and an ‘ideal during the Tom Ford era was based on designer fashion brand’ on each level of sexy clothing and accessories and a jet- the model. Perhaps the most surprising setter badge embodied by Tom Ford him- discovery was the degree to which Gucci self.Young men who were devotees of the loyalists associated the brand with hard brand would come to our focus groups in work and earning power.The social iden- Japan wearing his trademark tuxedo shirt tity benefit that Gucci provides for its loy- look.They aspired to be Tom Ford himself. alists is a portrait of an assertive attitude – Clearly, the brand had been successful someone that makes an impact on the based on the talents of Tom Ford, but when world around her. Strong, capable and we looked at it in the context of our sexy,she exerts power in a sensual manner. Mythic Status Brand Model, we could see The women (and men to a lesser degree) that it did not really get beyond the social who still loved Gucci wanted to be seen to identity benefit level (see Figure 5). The be what we called ‘high impact achievers’. model provided a new lens through which The high impact achiever has an intimate

Figure 5 Gucci was not defined in an optimal way in the new model

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relationship with her own power, and she more sensual power – she is transformed to knows how to leverage it personally as some degree. well as professionally. She wants a feeling All this was interesting and useful, but of credibility and competence from her to really make Gucci into a mythic status appearance that fully leverages her special brand, it was essential to know about this charisma – her sensual power. high impact achiever’s deepest fears. How This high impact achiever was a very could the brand help to address those different ‘type’ than Gucci had previously fears? Her greatest fear is actually quite thought of as their target or their target’s obvious once it surfaces. She fears being aspiration. This person was definitely not ignored (not making an impact) and her the Paris Hilton-esque jet-setter that worst nightmare is to be forgotten. This seemed to be featured in Tom Ford’s woman wants to be noticed entering the Gucci.The high impact achiever does not room, but through her sensual power that fly around the world to party at luxurious combines physical and intellectual impact, poolsides. Rather, she flies around the she hopes to also be remembered and dis- world – and makes something important cussed long after she leaves.To be forgot- happen when she lands. ten is to have failed. But to be At the personal identity level of the remembered, to make a lasting impression, model, we found that Gucci was alone in would give her a mythic benefit – she the category in providing a feeling of would be immortalised through others’ being powerful. Other brands could also memories of her. make you feel sexy or attractive or fashion- We could apply our insights at every level smart. But ‘power’ was a word associated of the Mythic Status Brand Model to help only with Gucci. When a woman wears craft a brand theme (see Figure 6). Building the brand, she really does feel as if she has from the mythic benefit, we ended up with

Figure 6 How the Mythic Status Brand Model was used to create the Gucci brand theme

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a simple articulation of the brand theme: a noted as a unique and powerful design lasting impression of sensual power. theme. In this case we were simultaneously From an assortment perspective, mer- developing a new type of brand model chants drove toward a greater focus on and a strategic recommendation, so the suits for women and men that leveraged model could not help to give the clients the desire among the newly defined target a frame of reference throughout. In our to leverage their sensual power in a work recommendation we chose not to context. New retail stores were designed, expose all the brand model work, but and we were asked to brief the architects rather focused on the insights and the as part of the process. From a layout per- answer. But this thinking was clearly spective, the lower-priced GG logo items driven by the Mythic Status Brand that had usually been right at the front Model and it led directly to the brand were de-emphasised, and the sensual theme articulation. leather products were given more promi- nence as part of Gucci’s unique history in leather. Overall, the store’s redesign was an THE IMPACT ON GUCCI effort to create a Gucci brand experience To Mark Lee’s credit, once he bought into and less of a celebration of the singular the brand theme, he was vigilant in its aesthetic of its previous designer and cre- application to fashion design and retail ative leader. stores, and he was among the best we have The brand theme became a critical seen at rallying his people behind the filter for decisions large and small. At least idea. His new lead designer, Frida for a time, it made the brand the core Giannini, seemed to embrace fully the organising principle for the business. As brand theme and targeting idea. She was Jessica Dennis, their worldwide advertising soon quoted in TIME magazine’s Fall and marketing director said in 2006, ‘Our 2005 online Style and Design section brand theme has become an important espousing a design vision for the brand point of reference for everything we do.’ that reflected the brand theme: ‘The The embrace of the new brand theme Gucci woman enjoys life, is successful in and new conceptualisation of the target, her job and leaves a lasting impression’.8 together with any number of smart and In fact, she directly applied the idea of artistic executional moves in alignment with ‘lasting impression’ to her designs by cre- the brand strategy, correlated with a period ating modern interpretations of some of of extraordinary success for Gucci. In 2005, Gucci’s own lasting icons from the past. sales records were smashed and profits Frida Giannini showed incredible talent spiked 40 per cent by the first half of 2006. doing this, as demonstrated by her beauti- Perhaps the best evaluation of the brand’s ful updated rendition of the scarves orig- contribution comes from the Bloomberg inally made for Princess Grace of Businessweek rankings of global brand valua- Monaco, and of other iconic fashion items tion (where the brand’s valuation is calcu- like the Jackie O bag. Not only were the lated based on Interbrand’s methodologies). designs noticeable, they were a reinforce- Gucci jumped 20 spots on the list and the ment of the long-lasting impact of the estimated value of the brand increased by brand in popular culture. In the US$4bn between 2004 and 2011.9 To clar- ephemeral world of fashion, Gucci’s focus ify the context, the value of Gucci was on this idea of a lasting impression was greater than Lexus and Starbucks combined

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in 2011. Mark Lee went on to be named academic theory – they help brands to CEO of the Gucci brand and has since create more profound, distinctive connec- taken the top post at Barneys New York. tions with their consumers. And those deeper connections drive profitable growth. WHAT IS THE POINT? With all the technological changes buffeting References marketers, it seems that message delivery (1) Lindstrom, M. (2008) ‘Buyology:Truth and Lies About Why We Buy’, Doubleday Business, New and tactics have taken over much of the York,NY. conversation around brands in the past few (2) Damasio,A. (1994) ‘Descartes’ Error: Emotion, years. This is fair and is to be expected. Reason, and the Human Brain’, Putnam Publishing, New York,NY. Nevertheless, there are other opportunities (3) Franzen, G. and Bouwman, M. (2001) ‘The for marketers to better and more powerfully Mental World of Brands: Mind, Memory and differentiate their brands. Insights into brain Brand Success’,World Advertising Research science and their application to powerful Center, Henley-On-Thames. (4) Earls, M. (2002) ‘Welcome to the Creative Age: brand models can change the way market Bananas, Business and the Death of Marketing’, research is conducted, and can impact the John Wiley & Sons, Chichester. essence of a brand in profound ways. (5) de Botton,A. (2004) ‘Status Anxiety’, Pantheon Books, New York,NY. In these difficult economic times, many (6) Campbell, J. with Moyers, B. (2002) ‘The Power organisations have wrung out inefficiencies, of Myth’, Highbridge Company, St. Paul, MN. cut costs and picked all the low-hanging (7) Brisson, L. and Naddaf, G. (2000) ‘Plato The Myth Maker’, University of Chicago Press, fruit. Now it is time to grow the topline in Chicago, IL. a profitable way.A focus on a better brand (8) Mustafa, N. (2005) ‘Frida Giannini profile’, strategy will generate that topline growth. TIME Online Edition, Fall. The Gucci example demonstrates that tools (9) Interbrand (2011) ‘Best Global Brands 2011’, available from: www.interbrand.com/EN/best- like the Mythic Status Brand Model build global-brands/best-global-brands-2008/ on brain science but are far more than just best-global-brands-2011.aspx.