What do 50 top brands have in common?

This article talks about the concept of "higher-order" purpose or benefit as the driver between the end-user connection and the brand. The Starbucks turnaround is a great example of this guiding ideal. And who hasn't experienced the Starbucks "people connection"? There's a great opportunity for B-to-B brands to shift their thinking towards this goal in order to truly connect with their customers. These B-to-B customers by day are consumers at night and prefer this relationship with their brand.

http://www.mediapost.com/publications/article/165965/fastest-growing-brands-are-ideal-driven.html