It is a holistic
approach that can be led with product functionality (think Apple), customer service (think Nordstrom), creating an affinity group or lifestyle association (think Harley - Davidson), creating an experience (think Disney theme parks) or even by creating a bridge to the customer with ancillary products, services, content or experiences that are important to the customer (think
food companies with time -
saving recipes), depending on what is of most importance to customers.