Nowadays, brands are more that simple trade names. They have a personality, they lay on values, they defend causes and they constantly issue opinions. Thereby, they are living elements, and, just like those, they have a history and they constantly create new histories. Histories that involve people, that cause loves but also some hates. Histories which should not ignore actuality and which must be coherent with the defined personality. This content gives body and soul to something that became more than a graphical combination of fonts and colors or of products with a basic utility. How to give life to that life that brands must have? What to create and how to mark the continuous creation of those contents? What path to give to imagination? It is our objective to give life to brands and verve to those who will work them. In a theoretical point of view, but mainly in a practical one.