How do you build brand excellence?

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Just this month, I am reading a book by PaweĊ‚ Tkaczyk entitled 'Zakamarki marki' (published in Polish by Helion SA). The book is full of valuable content on branding, image building, etc. The subtitle encourages you to read it, it reads: "Things you might not have known, forgotten or overlooked when building your brand" (translation from Polish). In chapter one of the book, Pawel Tkaczyk answers the question that is the title of this post.