Drive Them Wild: The Principles of a Brand That Customers Obsess Over

As Marketers, we spend a lot of time thinking about how we can become the next “it” brand, the name on everyone’s lips. We want to be more than household names-we want to define our categories, to become not just brands but verbs. Think about Google-it’s so much more than a brand name. We don’t tell each other to “search it”-we say “Google it!”