We live in an attention economy, and there is increasingly fierce competition for this scarce resource. We also live in a skeptical environment where people routinely shrug off messages that seek to capture their attention. Curiosity and fascination are the only two things that consistently cross the attention barrier and generate a spark. In the age of internet transparency, mystery is more powerful than ever. Aristotle called curiosity "the desire to know". When people are genuinely interested in what you have to say, they listen, they converse, and they come back for more. Fascinating brands take curiosity to a higher level. They enthrall us. The best brands are stories we don’t want to end. Our curiosity about them is a renewable resource.