What brands do you love? Why do you love them? Is it because their products or services are good? Or is it because you believe the same thing as you? So many brands today are becoming "lifestyle" brands; you believe in the brand because you have a similar lifestyle philosophy - take Apple, Innocent, Joules, and Abercrombie as examples. People love these brands because they understand their belief offerings; a development from selling benefits, these days, producers are selling beliefs, lifestyles.
Simon Sinek did this talk at TED last September, about how great leaders and great innovators are all about the why, not about the how or what. I listened to it on my computer-company made mp3 device, and it's well worth a listen...
