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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.

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

Of all the startup , 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 : a unique name and a memorable that made coffee not just coffee, but a welcoming, comfortable place to go and be seen.

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