Which mythological deity's brand positioning was specifically built around being the 'psychopomp' (guide of souls to the afterlife), creating a distinct niche separate from other death-related deities?

Throughout history, mythological figures have maintained distinct 'brand positions' in cultural narratives. Just like modern companies strategically position their brands in consumers' minds, gods and mythical creatures occupied specific niches in ancient belief systems. This poll tests your knowledge of how mythological entities were effectively 'marketed' and positioned in their respective cultures, revealing parallels between ancient storytelling and modern brand positioning strategies.

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Hermes (Greek mythology)
Anubis (Egyptian mythology)
Hel (Norse mythology)
Mictlantecuhtli (Aztec mythology)