We are addicted to stories. It's all in the chemistry. Let's get geeky.
What is the best way to generate meaning in our lives? Answer: stories.
Why do we tell stories? Answer: We tell them to make sense of things. To share wisdom. To help ourselves not feel alone. Stories help us feel better. They add meaning to our lives.
Why do stories help us feel better? Answer: chemistry. Yep - there's a biological explanation to why stories are so powerful.
Branding is the discipline of managing meaning. Design creativity is the way of communicating meaning. This is why I am very interested in this and why anyone who wants other humans to take action and "do" something should be too.