Great Brands Don't Talk About Themselves, But About What They Love
I wish to suggest that a man may be very industrious, and yet not spend his time well. There is no more fatal blunderer than he who consumes the greater part of his life getting his living. All great enterprises are self-supporting. The poet, for instance, must sustain his body by his poetry, as a steam planing-mill feeds its boilers with the shavings it makes. You must get your living by loving.
Henry David Thoreau
Great brands talk about and act upon what they love. What they're passionate about. Even what they're against. But not themselves.
The dull dinner companion can only talk about him or herself.
If your brand isn't interested in, connecting to, advocating, inspiring, or enabling something Out There in the real world that it truly loves, then the chances of connecting to a human being are pretty slim.
So, what does your brand love?