A brand to remember does any or all of these things: 1. Simplifies the complicated (Apple) 2. Opens the door to possibility (Google) 3. Makes me feel safer (Toyota - yup!) 4. Gives me joy (Trader Joe's) 5. Makes me feel at home (Starbucks) 6. Gives me confidence in the transaction (Amazon.com) 7. Gives me encouragement (Nike) 8. Elevates my social status (Ralph Lauren) 9. Defines the outsider (Hot Topic) 10. Empowers the community (Avon) ...Notice that not one of these has to do with "low low prices."