In a world of BIG picture, grandiosity and exaggeration would it be so hard to believe men are searching for subtlty and civility? We are capable of understanding the young man who reaching maturity finds himself in an impersonnal world.  Mercantilism promotes the ideas business is our first interest, thought it isn't and find young men convinced they are emotionaless cogs in the machines of profit and manufacture (which they aren't). Our day to day practice is not aligned with our history.  Our actual history is by far the more engaging public relations. Actually I find in in poor taste to speak about branding and narrative.  When we loose track of the universality of freemasonry, we begin to worry about membership levels and performance indicators before we are reminded we do not determine the relevance of the Order, despite having confidence in marketing to create both a need and the means to solve that need, for profit.  It's undignified to put the solitude of our libraries and discussion tables on display, as bait. If you have ability and interest we will find each other.  I cannot understand why I would try to describe masonry to a stranger.  I would have no reason.The valuable lessons contained in our framework isn't changed by lineups at our door. We are an intellectual currency that has been exchanged since records were kept. With apology to the  might of capitalism, the currency is constantly being refreshed. Attention to detail, contemplation, knowledge and understanding, when picked up seem stimulate interesting conversation. I would only hope we pass along a fuller sense of the masonic experience to next generations.