take one very strong brand
add a sense of humour
serve on a cup cake
something for people to talk about.
“You’ll never guess, I was at my dentist today and they gave me a cup-cake with their logo on top.
They are all as mad as a bucket of frogs over there – but I love to visit – they are not like the old-fashioned miserable dentist I used to see with the receptionist who has a face like a slapped-arse.
You should pay them a visit.”