In This Chapter
Reaching beyond expectations to create brand loyalists
Igniting customer passion for your brand
Generating buzz and viral marketing for your brand
Creating a brand name, a brand identity, and a brand promise are the beginning steps in the branding process. They’re like the ante you pay to play in the high-stakes branding arena. They’re the down payment required to rise above the noisy floor of me-too offerings and to win a chance at a preferred place in customers’ hearts and minds, where great brands live and thrive.