As a species, our extraordinary success can be attributed to our ability to unite and thrive under a common story. It’s how we’ve managed to get hundreds of thousands of people to unite under a single cause. It’s our superpower.
Our best myths – whether it be fantasy-sagas, national identities or big, successful brands like Nike – are nothing more than decade-long branding processes.

And branding is just really good storytelling.

We use stories to build brands, and then communicate them with a target audience in a way that resonates. Having people experience a brand as if they were hearing a story is the surest way for people to identify and connect with its message.