A couple of weeks ago I promised to cover the seven secrets of strong brands: here’s Secret Number Two: Be different. This takes courage, but when Doubletree Inn hands me my warm cookie, I remember, and associate good feelings with the hotel chain. When a Southwest Airlines employee cracks a joke, I remember to relax and enjoy the flight. When Ikea names its children’s desk “Fartful”, which of course, means “speedy” in Swedish, I feel like I connect with the company. Don’t be like your competitors; be different, dammit!

-Lynn Parker