Storytelling is crucial for effective marketing and branding. Memories are formed through strong emotions and narratives. To stand out, businesses must master storytelling, transforming products from commodities into brands with brand equity. The hero's journey (Joseph Campbell) provides a framework, simplified to character, want, and obstacle. Identifying ideal clients' wants and obstacles allows for targeted, impactful storytelling and marketing, creating a stronger brand connection and avoiding generic messaging. A product with a story is brand A product without a Story is a commodity