Here's a lesson on the human side of business: When Brandon Cook's grandmother was struck down by cancer and in the hospital, all she wanted was Panera Bread's clam chowder. Cook gave a call to a local Panera bread to ask if they'd be willing to sell him some (although it wasn't the regular day they make the chowder). Not only did they make a special batch just for his grandmother, but they threw in fresh cookies as well. The story spread, resulting in genuine appreciation and a great public face for the company as a whole. What does this teach you about your marketing? Sometimes being a good person is more important than having a clever tagline.