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.
Deepak ChopraWhile the pressures of life are inevitable, if at the end of the day you are unable to completely let go of the day and return to a calm, centered inner state, you are overstressed.
Deepak Chopra