What Great Brands Do
Q: How can I make my limited-service restaurant a great brand?
A: Ever since I wrote my first book, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass), people have been asking my opinion of great fast-food brands. There are a lot of them out there, and everyone has their favorites. To be as objective as possible, I look for brands that meet several criteria: