A brand is nothing more than a perception in a person’s mind. Why not let the true believers help you build it? Your customers are the most trustful messengers you can find. When they speak to their friends and networks something is happening that no ad can ever copy. That is credible communication. It doesn’t matter how many ads you will ever do, they are only your own words about your own company. So look for the fanatics. Invite them close to your heart and let them mess around with your brand. Don’t be afraid. They more or less own your brand anyway and they probably know much better than you how to develop it and make it into a real lovemark. Because your brand is nothing more than a perception in their minds.

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