"7. Treat every possible interaction with us as your last chance to impress us.

There’s simply no reason not to treat every single interaction point as extremely important. What does it all do and how does it support your brand. Every pen. Every business card. Every phone. Every print ad. Every website. Every invoice. Every press release. Every board member. Every TVC. Every event. Every point of sale interaction. Every form. Every coffee machine. Every sales person. EVERYTHING matters!"

http://www.ronnestam.com/the-10-commandments-of-future-brands/