The onset and the growing pervasiveness of social networks in the 21st century has only intensified the challenges of the marketing industry. By 2016, this period has been broadly described as" the post-truth era". It has been characterized by the competition of often contradictory information and the contestation of objective knowledge. Within this environment brands have become either victims or purveyors of its adverse tendencies. How to position a marketing strategy has thus become a key challenge. Myths are described here as potent marketing instruments, which can combine the emotional and the effective into marketing strategies which do not need to sacrifice the ethical considerations. Thus, myths are understood as culturally or globally agreed narratives, which can play an important role in the interactive coconstruction of brands by creating an emotional bond with the target audience. Different examples are provided to demonstrate why and how myths can be employed as part of successful communication strategies in the post truth era.