Brain Food: Ten ways to ... build a brand

1 Clearly define the brand's body and soul

2 Communicate brand definition to all

3 Ensure rigorous quality control for the product

4 Build functional and emotional benefits

5 Brand every detail of delivery

6 Be consistent in brand communication

7 Guard brand equities jealously

8 Train the people who deliver the brand

9 Constantly nurture affection for brand

10 Strive for continual evolution, not revolution.