The Minotaur and the Brand Aesthetic

What can creatives learn about their online ‘brand’ from the Greek Minotaur?

Image by Pexels from Pixabay

Imagine the Minotaur from Greek Mythology launching a social media campaign to change his image. He’s tired of the stories told by other people about him eating virgins and living in a labyrinth that was nearly impossible to escape. So he creates a carefully curated Instagram account full of glossy pictures. Portraits of the minotaur with freshly washed dark fur and a gleam in his eye from his studio ring light. Pictures of virgin maidens laughing and rubbing oil into his fur and drinking wine with him in the softly carpeted rooms of his newly renovated underground home. On his sleek website, there are branded merch of the new cool, relatable Minotaur — T-shirts with catchy phrases and hats with minimalist hoof logos. He does Youtube appearances with popular makeup artists, and they laugh together as they braid his hair and try to put lipstick on his huge black lips while he talks about how he’s grown so much as an individual.

Or maybe even stranger: Imagine Homer who wrote the Illiad and the Odyssey on Twitter, retweeting pictures of ruined cities and posting his word-count for the day on Facebook.

There’s something a little modern and a little slimy, about the concept of aesthetic and social media. We…