There are hundreds of shoes out there on the market, but there are only a few that we care about, and we like to wear. The reason we prefer some shoes over others is for different reasons. The same applies to brands. In a noisy world, it's harder to stand out and differentiate your brand. In this book, Alexander Novicov talks about creating a purpose-driven brand that will distinguish it from others and make it stand out from the crowd, win customers' hearts and minds, and help the company become more profitable as a result. This is a book for people who care about what they do and want to positively impact this world by using emotional storytelling and creating content that adds value to their customers. What if we changed how we perceive marketing and started looking for a better way to market to our customers?