en-us https://www.intensedebate.com/users/604643 Comments by IanSchafer http://www.hardknoxlife.com/2009/07/11/a-case-of-why-brands-need-to-be-awesome-more-often/#IDComment27149379 Being "awesome" every once in a while earns you goodwill -- deposits in the emotional bank account -- that can be drawn against when needed (i.e. when you break a guitar). Little things like this define who you are as a brand. For example, who would you define as a better person -- one that donates to a charity in one large lump sum once a year, or one who gives a little bit *very* often? Of course, that's subjective, but so are humans. When companies behave (well, or poorly), humans subjectively analyze their behavior and draw conclusions. Being awesome, or doing awesome things once in a while, will contribute to the conclusion that you'd *like* your consumers to draw. Mon, 13 Jul 2009 16:47:53 +0000 http://www.hardknoxlife.com/2009/07/11/a-case-of-why-brands-need-to-be-awesome-more-often/#IDComment27149379