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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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10. The Story

“Once upon a time….” That is how the book you have in your hands began just pages ago; and it is no coincidence. After all, this book is a story, our story, created from countless observations, experiences, concepts learned and realities discovered over the years. Bringing order to all of this and making it understandable to the reader requires the ability of a storyteller, one who builds stories to convey everything that would otherwise be difficult to explain.

Since the beginning of time, mankind has used stories to share a vision of life. The myths of antiquity are nothing more than stories through which the first civilizations tried to make sense of their reason for existence, the reason for all of its evils and all of its ...

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