Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

Products are produced in the factory; brands are produced in our minds.

Branding is not about what something says or what it means, but how it makes us feel.

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

A global brand building strategy is, in reality, a local plan for every market.