-Storytelling-

"Through stories, people - be they 'consumers' or 'voters' - are able to connect to abstract concepts, but also to other people with whom the stories resonate."

"What the best and most valuable brands in the world show us is that, not only it is ok to be polarizing and non-universal, but it is also desirable. If you are polarizing, it probably means you know who you are, what you stand for, and who your most ardent followers are. You don't waste time trying to inauthentically satisfy those who have absolutely no connection to your brand values and instead work tirelessly to add value to the lives of those who do."

-Branding Strategy Insider-