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How to Build a Winning Brand

Create your image, get known and give your customers what they want. Just leave the ego at home.

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This story appears in the April 2011 issue of Entrepreneur. Subscribe »

Of all the startup brands, Starbucks still represents the gold standard.

Starbucks made the mundane act of buying a cup of coffee into an experience. It did so by creating a memorable brand: a unique name and a memorable logo that made coffee not just coffee, but a welcoming, comfortable place to go and be seen.

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