This document discusses the importance of storytelling for branding. It argues that great stories provide meaning and sense to people's lives through myths, archetypes, and conflicts. The brand is made of stories, not just products or services, and storytelling is a powerful way for brands to engage with consumers. It encourages brands to think about the mythology, universe, conflicts and messages behind their brand stories to give sense to people's lives. The document is from a brand consultancy that uses storytelling techniques to help clients discover and create energizing brand stories.