You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.
I work with gold that holds our past and diamonds that see the future and rubies that long for love. It's just a way of telling a story.
Sometimes I even work out to 'Glee' songs to keep me going.
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