Chapter 25: The iconization of Greta Thunberg: the role of myths in co-creating a person brand
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How has the global climate change activist Greta Thunberg become the iconic person brand she is today? This case study aims to understand how brand stakeholders co-create a person brand like Greta Thunberg from a cultural branding perspective. An interpretive analysis of Instagram posts and newspaper articles covering Greta's activist campaigns in 2019 reveals how the person, consumers, and the media co-create a mythic Greta Thunberg persona. The case study finds three major mythic narratives and distinguishes between communication myths (The Heroic Greta Thunberg, The End of the World, and Demystification), and action myths (The Discovery Trip, Revolution). While the case study supports the view of cultural branding that myth-making helps establishing an iconic person brand, it highlights the important role of multiple stakeholders in co-creating myths at the core and the periphery of a person brand.

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