One essential element, the wellspring from which so many inspiring ideas originate, is empathy. Our ability to understand and share the feelings of someone else is what allows us to get to the deeper truths and begin fashioning a story around them. It’s because of empathy that we can get outside ourselves and begin the search for what moves others.

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Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam, wit

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The conclusion being a brand goes beyond just a name, logo, or tagline. It's the narrative threading through your customers' experiences, linking your products, services, marketing, digital touchpoints, team, company culture, and even your investors. It's the story of who you are to them and the impact you make on their lives.

A brand clearly states... See more

Archetypes are universal principles, deep knowing, and core ideas that permeate the human experience. Archetypes are also eternal and beyond time and space.

Everyone experiences archetypes. They are within and around us constantly. For instance, everyone experiences the archetype of Mother. She is present in everyone's inner life. Even if you were g... See more