Myth as Marketing: Heroic Branding in the Cases of Michael Jordan and Martha Stewart

Abstract

While mythic criticism has been widely studied in antiquity and in sports contexts, limited attention has been given to its application in other contexts. This thesis examines the utility of myth as a marketing tool. Specifically, it explores how myths and mythic heroes function within branding to build strong, resonant brand images that connect with consumers. Using rhetorical criticism, this thesis shows that Michael Jordan and Martha Stewart function as heroic figures whose mythic branding narratives not only invite consumers to engage with the brand on an emotional level but also the symbolic meaning attached to the products, which ultimately drives sales.