Sharing stories (aka. social currency) creates a bond between the brand and its followers. Like a bond fire, people can connect through stories and life experience. This in turn will create an authenticity to the brand and give the brand personality and be personable.
(Open w/ Kit) I sit in front of the camp fire just staring at the flames. I promised I'd stay here for at least a month and that month is almost over. I hear you sit next to me. "What are you doing?" I ask