One day, tens of thousands of years ago, man saw a reflection of himself in a lake and pronounced, "I am." In the very next moment he realized, "And one day I will not be." And from that moment on, man has created a story about why he is here and what his purpose is in life.

Businesses are actually no different. What is our identity and why do we exist in this world? We need to know why we exist so we can share that core value with others. And when our audience recognizes that they share the same core belief, a relationship is born. And that is how our businesses grow in customers and revenue. It's that simple. Or is it?

Watch the videos to see how the core belief is the subtext to each brand story.