Brands have changed meaning over the years. From being aspirational they have become experiential. They no longer are built on legacy, but are built on how effectively and meaningfully you intervene peoples lives. And once you establish a meaningful place in their lives they cease to exist as brand names but become a part of your vocabulary. The key is to establish that meaningful connection or need in people’s lives which can be weaved into their life story. The talk will throw light upon how storytelling is key to designing great experiences for digital products.