Make your brank stick

An AirAsia plane takes off at Vietnam's central Danang airport in this April 9, 2012 file photo. AirAsia Bhd, Asia's largest discount carrier and one of the biggest customers of Airbus, is likely to post a 65 percent jump in net profit in the second quarter from a year ago, when earnings were depressed because of a tax charge. Analysts said Kuala Lumpur-listed AirAsia is likely to post net profit of 173.4 million ringgit ($55.94 million) when it announces second quarter results at 0900 GMT on August 28, 2012. REUTERS/Kham/Files (VIETNAM - Tags: TRANSPORT BUSINESS)

Successful marketing is about making your brand dominate top-of-the-mind recall.

RECENTLY, I received an SMS from a former colleague whom I have not seen for many years. He said someone he knew was looking for help with a marketing plan. When asked if he knew anyone to recommend, he said the first person that came to his mind was me.