Shane Parrish shares the root of good marketing and brand building (though I think he was just talking about behavior change)

> If you want to understand someone, figure out the narrative they tell themselves about themself.
> > If you want to change your behavior, change your narrative. If you want to change someone else’s behavior, offer them a more compelling narrative they can tell themselves.

Brands are narratives

Where the Venn diagram overlaps is where the magic happens.