You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.
-Deepak Chopra
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This is not a tale. This is the tale. The tale of all tales. It is called the cycle.
Respect it and it will respect you.
Try to cheat it, and you'll find out the hard way what is in store for you.