Instead of giving generic information, Mystique brands begin by asking questions.

• Don’t become so overly emotional that you fail to inspire action.

Different is better than better.

Protect information. Spark curiosity. Ask questions before giving answers. Build mythology.

To become more fascinating, you don’t have to change who you are. You have to become more of who you are. To make a difference, you must become a celebrity of sorts, in your own way—someone who fascinates a specific audience.

Because Passion focuses on emotion, it can increase the perceived attraction of impulsive purchases.

What goals do you want your audience to pursue? Do you want them to improve their lives? Switch to your product? Stay loyal (rather than being lured by a competitor)?

When you build your brand around the language of stability, customers stop being customers, and start becoming friends. Even family.

We satisfy this need by communicating our value to the world around us.