Don't flavor your brand plain vanilla. An effective brand has a likable or admired personality. It has added perfume. Likable ones could include McDonald's, Budweiser, and Bloomingdale's. Kids love McDonald's with its premiums, especially the toys, and drag their parents with them. Bud is so likable it has the largest beer market share in the world. When women go into Bloomingdale's in New York City they go star-crazy. Admired brands could include Apple, Cisco, Intel, and Neiman Marcus. If Steve Jobs ever wore a business suit, the company that makes those sexy products would lose its luster. Cisco and Intel are [out-chipping] their competitors. And who besides Neiman Marcus would have the gall to offer $250,000 Christmas presents?
Brands that could use some help might include Sears, Toyota, AT&T Internet service, and health insurers. Sears has really gone downhill in recent years. It doesn't have a personality anymore. Toyota used to be flying high, but it now comes out that they knew of the problems with uncontrolled acceleration more than two years ago. If you want to keep your goodwill