What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services. In 'Bigger Than This,' Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing 'dress-up,' he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.