The Power of Mythology in Branding: A Lesson from Nike
- Andrew Nott
- Jul 25
- 3 min read
Updated: Aug 14
Unfortunately, I can't claim to have written the following, but I read it yesterday, and it really resonated with me, especially as a business owner. So, watch the video and read the below. I hope it helps you, and I'd love to hear your feedback. Have a great day.
A Shoe Is Just a Shoe
"A shoe is just a shoe. Until someone steps into it."
Nike turned rejection into rebellion. They transformed prohibition into profit. But they lied about the most important part. Michael Jordan didn't just step into shoes. He stepped into mythology. He built a $5.1 billion empire on one truth: products don't create legends. Legends create products.
Watch that video again. "I'm gonna look you in the eyes, and I'm gonna tell you the future." That's not confidence. That's prophecy.
The Ban That Changed Everything
As predicted, the NBA banned Michael Jordan's shoes. They were too bold, too different, and too dangerous. Nike's response? "Banned by the NBA. Worn by Michael Jordan anyway." They didn't apologize; they advertised the ban.
The result was astounding:
$126 million in first-year sales (projected: $3 million)
4,200% over forecast
The birth of sneaker culture
But here's what gets me: every brand and every company thinks they need better products. Wrong. You need better mythology.
The Mythology Behind Successful Brands
Consider MidDay Squares. It's just a chocolate square, but they sell permission to cheat. They were rejected on Shark Tank with a $150 million valuation.
Then there's Salesforce. It's CRM software, but they sold a "No Software" rebellion and crushed Oracle, achieving a $300 billion market cap.
And what about Death Wish Coffee? It's just strong coffee, but they sell danger in a cup. They grew from $7,000 to $80 million in just eight years.
Notice the pattern? They're not selling products. They're selling permission to be someone else.
The Impact of Belief
Jordan didn't make people want shoes; he made people believe they could fly. The uncomfortable truth is that your product specs are boring. Your features are forgettable. Your benefits are pointless.
But your story? Your rebellion? Your mythology? That's worth billions.
Nike understood something revolutionary: a shoe is just leather and rubber. Until you ban it. Fight for it. Mock it. Then it becomes a symbol.
The Value of Symbols
And symbols don't depreciate. They appreciate. Every. Damn. Time. The brands winning tomorrow won't have the best products. They'll have the best prophets.
Your brand isn't what you make. It's what you make people believe. Choose your mythology wisely. Because once someone steps into it, they never step out.
Building Your Brand's Mythology
As you think about your own brand, consider how you can create a compelling narrative. What story do you want to tell? How can you connect with your audience on a deeper level?
In the world of mortgages and financial advice, it's essential to build trust. Your clients are looking for more than just numbers; they want a partner in their journey. They want to feel understood and supported.
The Journey to Homeownership
Homeownership is a dream for many. It symbolizes stability, security, and a place to create memories. As you guide individuals and families through the mortgage process, remember that your role is not just to provide information. You are helping them step into their own mythology of homeownership.
Conclusion: Step Into Your Mythology
In conclusion, let’s embrace the power of mythology in our branding. By crafting a narrative that resonates, we can build lasting relationships based on trust and transparency.
So, as you move forward, remember: your story is your strength. Use it to inspire, connect, and empower those who seek your guidance.
David Brier