We all need to be just a little curious. A curious person is usually a life learner and is humble, admitting that there is always more to discover. They are on a continual quest to uncover more.
My daughter has entered a curious stage that keeps her asking "why." It can be quite tiring always having to have an answer for every why she presents, but for every why there is engagement between her and me.
You see, my daughter is expressing interest and a strong desire to learn something she didn't know before. She is seeking to become more connected to the world in which she lives by gathering new information. Our audiences are doing the same. Strong brands recognize that those they serve need to feel connected to the brand. With every connection, brands should use it as an opportunity to create brand curiosity.