What Branding is All About

“It’s (branding) not about consistency, it’s about creating stories that make sense.” Stories are the way we connect with people and create relationships. If we think of brands as people or personalities, they need to be magical storytellers. As humans, we thrive on all of the emotional connections we have. We get passionate about them. It’s the stories we tell and hear that trigger those connections."

Marina Willer of Wolff Olins London @ 2011 Brand New Conference in San Fransisco