Humans are biologically wired for stories. Whether telling or consuming them, it’s in our very nature to connect with them, remember them. Brands must learn to be gifted storytellers to stay connected to our humanity – and our wallets. Whether they wax poetic, philosophical, technical, or comical, brand stories should be carefully crafted and tuned to strategic goals. Brand builder, writer, and producer Andrea Lindzey founded WAXX, a branding and creative services micro-agency, to help brands craft, tell, and live better stories. As the owner and chief consultant at WAXX, she builds and deploys strategic brands across content, press, products, and people. Lindzey holds a BA in psychology (Rice University), as well as an MA, Advertising and MA, Public Affairs (UT). Her education, along with a 15-year background in stage production/performance and a 4-month anthropological voyage that gave her the gift of sailing around the world, have laid the foundation for empathic observation, inclusive communication, and a globally-conscious approach to branding. Lindzey began her career in ad agencies, researching and copywriting for public sector organizations and the P&G family of brands, before working independently for startups in eco-tourism, e-commerce, and music/entertainment. She then moved into tech marketing, managing global events, campaigns, and content programs at SaaS company Spanning DELL/EMC. Following her passion for wildlife conservation, Lindzey next led the brand and communications efforts for Texan by Nature, founded by former First Lady Laura Bush. Transitioning to design and innovation, Lindzey served as Marketing Director at argodesign, where she built the marketing team and infrastructure while developing and executing content, social, PR, event, and brand programs. As a director at innovation firm Thinktiv, Lindzey delivered transformational market strategy and brand solutions to clients and created impactful content to support these strategies.