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.
"You’re going to see that global climate change is very real. And that for some people, their day consists of walking twelve miles for four buckets of water. And so there are lessons that you can’t get out of a book that are waiting for you at the other end of that flight."