Every brand needs at least one thing from this list:

• Brand Story (e.g. Mont Blanc, Meisterstuck)
• Discovery / Entrerpreneural spirit / Belief (e.g. Innocent)
• Engagement (e.g. The Economist)
• Non-conventional (e.g. The Lung Association, VW Beetle – Lemon Ad)
• Product quality (e.g. Holland & Holland, Waitrose)
• Feedback to parent brand (e.g. Duracell energy drink, Virgin)