Most of us, and by that I mean the 21^st century office employees, are “creative workers.” As we live in the Age of Knowledge, a less sexy label would be “knowledge workers.” Nowadays, we literally hoard information to make ourselves smarter. Access to information is so easy that knowledge has become a commodity. And… I don’t like that. The man in the street might be more knowledgable than a billionaire of the past century, but does that make him wiser? Does information come with a handbook that teaches us how to connect the dots? Or could it be that the more knowledgeable we get, the less wise we become?

I believe what we need is not more knowledge but more wisdom. Actually, I think humanity is craving for wisdom. Have you ever wonder why does the movie industry exist? Why do people glue themselves to the screen to watch TV series? Or, why do we idolize sports heroes? It is because they all tell stories and storytelling is simply passing wisdom… The way our brains are wired, something “emotional” is more memorable than something “factual.” And, a story is nothing more than a fact wrapped in emotions…

Not surprisingly, to me, everything is a story. More importantly, to me everything should tell a story. That’s why when I look at people, corporations and life in general; I try to feel the storyline. Time and time again, brands tell me nothing more than an elaborate note. That’s my cue to do alchemy and turn brands into stories. I do it by drawing parallels between branding and depth psychology… Between sports and mythology… And between places and archetypes… I enjoy uncovering the theme of the brand, identify its antagonists, and dig up its protagonists. Thinking about brands as stories… That’s what I do. That’s what I love…