-Be different from what’s been done and unite consumers with employees and partners.
-Be principled by standing for a cause greater than the business.
-Be known for being remarkable and focus on the customer experience.
-Be followed by the millions who could respect the brand and see it as an icon.
-Be sustainable and fresh online by being “shareable.”
-Be a challenger of the rule and work with other categories for inspiration.
If not, then I’m puh-leazed no one could open the url on the article I wrote for Forbes.com. Phew