The strongest brands are the ones with the most distinctive personalities. But even a weak and faded personality is better than none at all.

A brand with a personality is an imaginary character in the minds of the customers of that brand. It is similar to the characters in syndicated television shows, bestselling novels, and big movie franchises.

Meryl Streep, Julia Roberts, and Robin Williams are actors, but they are also characters in your mind.

Willie Nelson, Michael Jackson, and Taylor Swift are musicians. but they are also characters in your mind.

Brands are like that.

Two people are now going to tell us about books.

Dear Person Reading This,

A writer can fit a whole world inside a book. Really. You can go there. You can learn things while you are away. You can bring them back to the world you normally live in.

You can look out of another person’s eyes, think their thoughts, care about what they care about.

You can fly. You can travel to the stars. You can be a monster or a wizard or a god. You can be a girl. You can be a boy. Books give you worlds of infinite possibility. All you have to do is be interested enough to read that first page…

Somewhere, there is a book written just for you. It will fit in your mind like a glove fits your hand. And it’s waiting.

Go look for it.

Neil Gaiman

A Velocity of Being, Letters to a Young Reader, p. 22

Brands are like novels and movies and TV shows. Brands are like hit songs. Brands are like actors and musicians. Brands are like good books.

Here is the second person.

Dear Reader,

When I was 12, I was given a scholarship to a private girl’s school in the town where I lived. All the other girls came from another – wealthier – town. They were driven to school in Jaguars and Mercedes Benzes. They ate artichokes. No way would I ever fit in.

In the midst of my funk, the English teacher assigned A Member of the Wedding by Carson McCullers. As it happens, Frankie, the book’s heroine, is also 12 and also wants to belong. Her yearning is such that she wants to know everyone in the world and for everyone to know her – exactly what I wanted!

That’s what stunned me, not just the intensity of the longing, but the specificity. It meant – it had to mean – there were other people in the world like me. Not just Frankie, a fictional character, but the author who had to have felt that way herself in order to give Frankie that longing. I felt such an intimate connection with her, as if she’d looked deep inside me and knew me in the way I wanted the world to know me. Reading didn’t just offer escape; it offered connection!

All these years later, I just have to look at my copy of A Member of the Wedding on my bookshelf to experience again how I felt when I first read it and to feel the full force of that connection: to Frankie, to Carson McCullers, to the 12-year-old girl I was, and to 12-year-olds everywhere.

Emily Levine

A Velocity of Being, Letters to a Young Reader, p. 52

A brand with a personality is like A Member of the Wedding, written by Carson McCullers.

Who was the first ad writer to give a brand a distinctive personality?

That’s like asking, “Who built the first car?” To answer that question, we would first have to agree upon the defining characteristics of a car.

For us to agree upon “Who was the...

“Around the swimming beagles, bright stars danced on rippling waters like a thousand little fishes of light scurrying in a sea of darkness.

Can there be a more beautiful sight than when sky meets ocean in the black of night?” The lawyer whispered to himself, the beagles, and the sea as the soft blanket of summer wrapped them all in her warm embrace.

Night is a time of reflection. Not of stars in water only, but of times past and times to come. And such a night was this.”

– Beagles of Destinae, chapter 4

Ideas pour into the dark waters of the unconscious mind, sparkling like reflected stars. As above, so below. The natives always said it was so.

But as Gemini sat on the throne of Aquarius, a dragonfish was born. And thus our story begins.

The twins did not mean to unleash a dragonfish, but they had never promised not to, either. And besides, a dragonfish is an adventure.

Puff, the magic dragon lived by the sea,

and frolicked in the autumn mist in a land called Honalee.

Little Jackie Paper loved that rascal Puff,

And brought him strings, and sealing wax, and other fancy stuff.

Together they would travel on a boat with billowed sail,

Jackie kept a lookout perched on Puff’s gigantic tail.

Noble kings and princes would bow whenever they came,

Pirate ships would lower their flags when Puff roared out his name.

A dragon lives forever, but not so little boys,

Painted wings and giant’s rings make way for other toys.

One gray night it happened, Jackie Paper came no more,

And Puff, that mighty dragon, he ceased his fearless roar.

“Puff the Magic Dragon” with lyrics by Leonard Lipton and music by Peter Yarrow appears on the 1963 Peter, Paul and Mary album, “Moving.” An urban myth soon arose that the song was about drugs. It’s really a backward look at childhood, and all that was left behind.

“The most beautiful things in the world cannot be seen or touched, they are felt with the heart. All grown-ups were once children… but only few of them remember it.”

– Antoine de Saint-Exupéry

“He saw two boats standing by the lake; but the fishermen had gone from them and were washing their nets. Then He got into one of the boats, which was Simon’s, and asked him to put out a little from the land. And He sat down and taught the multitudes from the boat. When He had stopped speaking, he said to Simon, ‘Launch out into the deep and let down your nets for a catch.'”

– Luke, ch. 5

The book “Peter Pan” was written only after the 1904 play became a huge success.

On opening night, Mrs. Snow spoke to the playwright and author, J.M. Barrie about her late husband…

“And he would so have loved this evening. The pirates, and the Indians; he was really just a boy himself, you know, to the very end. I suppose it’s all the work of the ticking crocodile, isn’t it? Time is chasing after all of us. Isn’t that right?”

“It is not true that people stop pursuing dreams because they grow old; they grow old because they stop pursuing dreams.”

– Gabriel Garcia Marquez

“The secret of The Muppets is they re not very good at what they do. Kermit’s not a great host, Fozzie’s not a good comedian, Miss Piggy’s not a great singer… Like, none of them are actually good at it, but they love it. They’re like a family, and they like putting on the show. And they have joy. And because of the joy, it doesn’t matter that they’re not good at it. That’s what we should all be. Muppets.”

– Brett Goldstein

“All the world is made of faith, and trust, and pixie dust…

If growing up means it would be beneath my dignity to climb a tree, I’ll never grow up.”

– Peter

Pennie and I had a difficult week a long way from home.

It began with a piece of gravel that cracked her windshield.

Looking back, we should have just lived with it. But we didn’t know that at the time.

We dropped her car off at the appointed time on the appointed day. When Pennie picked it up, the upper-left corner of her new windshield whistled loudly at speeds above 30mph. She called the windshield people. They gave her a new appointment.

When we picked it up for the second time, the whistle was a little less loud than it had been, but she decided to live with it. There are a lot of things in life more annoying than a whistling windshield.

We didn’t know it, but we were about to experience several of them.

Driving for 4 hours in a rainstorm to see your mother in the hospital is not a bad experience unless your previously-whistling windshield is now pouring quarts of water into your car.

Things went downhill from there for several days.

I won’t bore you with the details because the real purpose of this note is to tell you what happened that turned everything around for us.

We discovered a wonderful French cafe just two blocks from Clearfork Hospital in Ft. Worth. Halfway through the meal, I went to their website to see if they had a location in Austin. They don’t, but I’m sure they soon will.

Meanwhile, Pennie went to romanticspotsfortworth.com to see if Clarissa had discovered and listed this amazing cafe.

Of course, she had. Clarissa is really good at her job.

Angela brought our next course to the table.

I said, “We found out about you at romanticspotsfortworth.”

To our delight, Angela said, “Yes! They sent us an award with the cutest logo on it! Everyone was excited.”

Pennie and I chose not to mention that we own the romanticspots websites.

When Angela departed, I scrolled all the way to the bottom of the cafe’s website where I encountered a carousel of remarkable quotes.

“People who love to eat are always the best people.”

– Julia Child

“If more of us valued food and cheer and song above hoarded gold, it would be a merrier world.”

– J.R.R. Tolkien, from “The Hobbit”, spoken by Thorin Oakenshield

“No act of kindness, no matter how small, is ever wasted.”

– Aesop, “The Lion and The Mouse”

“Believe those who are seeking the truth. Doubt those who find it.”

– Andre Gide

Having been distracted by every bad thing that had happened since our 4-hour trip in a flooded car, these next two quotes hit me pretty hard.

“You’ll miss the best things if you keep your eyes shut.”

– Dr. Seuss

“The flower that blooms in adversity is the most beautiful of all.”

– Walt Disney

Each of the remaining quotes at the bottom of that menu lifted me a little bit higher.

“All grown-ups were once children… but only few of them remember it.”

– Antoine de Saint-Exupéry, “The Little Prince”

“Where you tend a rose, my lad, a thistle cannot grow.”

– Frances Hodgson Burnett, “The Secret Garden”

“True love is like a fine wine, the older the better.”

– Fred Jacob

“It is better to know how to learn than to know.”

– Dr. Seuss

“The most beautiful things in the world cannot be seen or touched, they are felt with the heart.”

– Antoine de Saint-Exupéry

And then this line lifted from “A Room of One’s Own” by Virginia Wolf made me smile and remember where I was.

“One cannot think well, love well, sleep well, if one has not dined well.”

And then Andre Gide encouraged me to quit looking at what was behind me.

“Man cannot discover new oceans unless he has the courage to lose sight of the...