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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adventure brand carl compelling content contradiction emotional great intrigue kind magic mystery myth paradox story think jung

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Now, I think that I should have known that he was magic all along. I did know it - but I should have guessed that it would be too much to ask to grow old with and see our children grow up together. So now, he is a legend when he would have preferred to be a man.

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