10 Commandments of Great Brands 1. Sacrifice 2. Have a Focused Promise 3. Deliver Against the Promise 4. Not be Viewed as a commodity (interchangeable) 5. Create Compelling Word-of-Mouth 6. Convey Values, Beliefs and Personality 7. Know your Brand Boundaries 8. Create Extensive Iconography 9. Forge Deep Emotional Connections 10. Encourage Interactive Relationships 1
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