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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.

If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'

Personally, I've made myself a very small window of what I enjoy in this business, which is I love being a big part of the storytelling process.

Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.

Every great brand is like a great story.

I think the story is important in every business. Why do you exist, why are you here, why is your product different, why should I pay attention, why should I care?

I'm a storyteller. I love to tell stories about brands. I love to tell stories, period. I like painting pictures through the words, and that's what I do.

It is important for me that I represent a brand that reflects my personality.

Consumers want products that tell stories, have magic, and inspire.