Armchair anthropology

I firmly believe branding is, at its core, a form of storytelling. A brand is a story. Your brand is your story of self. The story you tell yourself, whether you believe it or not—but it’s more authentic when you do. The more compelling brands are the ones whose promoters and presenters and performers more deeply believe in this shared story of self. The ones whose actors are committed to the act. Committed to Action—that’s the title of your story, what your brand needs to convey. So, what are the stories you tell about yourself to other people (i.e. stories to help other people know you) that you actually believe? What are you doing to make it true? And why should other people believe you? And then what should they do to make it true? Way back when humans were first getting tired of fighting with each other like animals—I’m saying like, fighting like actual animals, with teeth and claws and hitting each other with rocks and sticks—that’s when we started creating shared languages. A…