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.
Michael wouldn't come within four metres of the campfire, despite how small and pathetic the flickering flames looked in the pitch-black darkness of the night. I sat as close as I could, transfixed by the way the fire danced and shifted, as if it was alive.