Brands are living systems: they feed off the public and the public feed off them. How this relationship is shaped will determine the success or failure of a brand. Mature relationships generally bring with them a sense of trust. Yet dynamic markets and rapid change can often cause consumer and brand to grow apart. Only strong brands exert sufficient attraction to withstand these forces. The positive resonance they experience is based on their magnetic effect and irresistible power that constantly draws the public under their spell, further tightening the bonds of loyalty. In order to create self-generating resonance of this magnitude, company management needs to identify and employ subtle techniques for maintaining this sense of attraction and excitement.