Anthropologist Claude Lévi-Strauss argued that myths exist to resolve contradictions — they help societies make sense of opposing forces, like chaos and order, good and evil. And in many ways, brands function the same way . A great brand story isn’t just entertaining — it resolves a tension, an emotional gap in the consumer’s life .

And in many ways, brands function the same way . A great brand story isn’t just entertaining — it resolves a tension, an emotional gap in the consumer’s life .

Anthropologist Claude Lévi-Strauss argued that myths exist to resolve contradictions — they help societies make sense of opposing forces, like chaos and order, good and evil.