bWhether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book. --Daniel H. Pink, author of iWhen The Scientific Secrets of Perfect Timingib pbIn one of the most original books of its kind ever written, Patrick Hanlon explains how the most powerful brands create a community of believers, revealing the seven components that will help every company and marketer capture the public imagination--and seize a bigger slice of the pie.b pWhat is the magic glue that adheres consumers to Google, Mini Cooper, and Oprah, but not to others Why do many brands with great product innovation, perfect locations, terrific customer experiences, and breakthrough advertising fail to get the same visceral traction in the marketplace that brands like Apple, Starbucks, or Nike have After years of working with famous brands like Absolut, Ford Motor Company, LEGO, Disney, Montblanc, Sara Lee, and others, Patrick Hanlon, senior advertising