The brand is just a lagging indicator of a company's culture.
Help shape the stories that people are telling about you.
Your culture is your brand.
Instead of getting an iPad, I now use my iPhone with a giant magnifying glass attached to my face.
We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.
I believe that there's something interesting about anyone and everyone - you just have to figure out what that something is.