A good brand strategy must be planned, tested and optimized. But at the same time, it should have a right balance of analytical and emotional quotient. As, Seth Godin, says, “a brand is a set of expectations, memories, stories and relationships that last, taken together, account for a consumer’s decision to chose your product over another”. A well-told story is unforgettable, and it motivates consumers to care about your brand and helps with recall.