The best brands offer many reasons for both purchase and continued loyalty. Two aspects of remarkable branding are critical: identifying the key moments in the buying process, the Moments of Truth, and branding them. Branding a Moment of Truth requires the business person to orchestrate the tangible aspects of the buying process to deliver on the Functional promises (My product/service is superior because of these features…). Then, and here’s the kicker, elevate those moments to bring the customer to a heightened emotion that has nothing to do with the practical pluses of the product/service. Remarkable brands imbue each Moment with the emotion they seek to evoke in the customer. A remarkable brand inspires a state of mind, entirely separate from the brand, to which the customer wishes to aspire. Think Lexus as the symbol of ‘living the good life’ or the Nike whoosh representing ‘being a champion’.