1. Create an identity that stands for a set of values.
2. Emblazon your product(s) or service(s) with it.
3. Communicate it consistently.
4. Grow and change with the marketplace and the consumer.
5. Become a way of life for a loyal franchise of customers and consumers.
6. Attract new users and grow unendingly.
Copyright © 2001 KLM, Inc. All Rights Reserved.
