Robert Redford discussed storytelling (he’s drawn to the “space in between the obvious”), risk-taking (think of life as an adventure and seek it out), and failure (it’s a step forward, not the end of the road). And he made some good points about branding.
First off, a brand has to be authentic. It has to be real. How authentic and real? Redford, himself, bristles at the word “brand.” He doesn’t like the word at all.
Then, a brand has to offer quality. Tell a story well told. Touch an emotion.
Being authentic and offering quality leads to trust. If you’re trusted, that’s a powerful thing.