We live in a world with a nine second attention span. One thing is for sure, yelling louder simply doesn’t work anymore. You can no longer differentiate based on what you sell or what you do. Categories are cluttered with “me too” brands. So now it’s about who you are. And even more than that, it’s what you stand for. Because brands today are about giving people an opportunity to belong to something bigger than themselves. That’s what turns people into believers.