1.  Great Brands Start Inside – cultivate a vibrant corporate culture around the brand

2.  Great Brands Avoid Selling Products – develop superior emotional connections through products

3.  Great Brands Ignore Trends – challenge and anticipate trends, rather than follow them

4.  Great Brands Don’t Chase Customers – accept that your brand is not for everyone and attract those who are destined to be your most loyal

5.  Great Brands Sweat the Small Stuff – overcome silos to align and unify all your customer experiences

6.  Great Brands Commit and Stay Committed – sacrifice short-term profit to maintain brand integrity

7.  Great Brands Never Have to “Give Back” – make a positive social impact by creating shared value