The other day on Damn, I Wish I Thought of That, Andy Sernovitz asked:
When does your brand become immortal? When customers will pay cash to wear your logo.
Sundaes is the best ice cream joint in my hometown. They do a hell of business on word-of-mouth alone.
And when I was in high school, it was actually cool to wear a Sundaes t-shirt like the ones the staff wear. They didn’t advertise. They didn’t even have a marketing department.
My question for you: How do you get there?