I just want to be enough for you, but I never can be. This can never be enough for you. But this is all you get. You get me, and your family, and this world. This is your life. I'm sorry if it sucks. But you're not going to be the first man on Mars and you're not going to be an NBA star, and you're going to hunt Nazis.
Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.