ABSTRACT
David recently wrote a column, “This Is How the Truth Dies”, that addresses the sources of knowledge that underpin the brand building process. He wants to heal a nation and believes people will only come together when they can find one emotional story about their identity that is inclusive and inspiring. David's subject is the two kinds of knowledge that enable great nations to thrive. One source is about a nation's identity – who people are, how they got there, what binds them together, what kind of world they want to build together. The second kind of knowledge David describes as propositional knowledge. The Brand Platform combines the two kinds of knowledge into one holistic story. It would be a great application of the brand building process if it could be used to bind a nation together.
