Design a Charismatic Brand upfront - it'll be worth more than you could ever imagine later.
A former editor of Windows magazine, Mike Elgan, illustrated the difference between ordinary brands and charismatic brands in two succinct sentences: "Microsoft CEO Steve Ballmer is famous for a crazy video in which he yells, "I—love—this—company!" In the case of Apple, it's the customers who shout that."
Charismatic brands use Art-in-Product (TM) and bridge customer experience to vision. Design driven.