It goes like this.

When in a Country to do a TV appearance Michael needs to get a new suit for the show.

He goes to a store to pay around $200 for a suit. Fred (the sales man) approaches him and asks the question...

"Sir how am I able to help you". 

"Michael replies I need a suit" 

Fred asks him to take a seat, have a Coffee and they to Michael's surprise discuss the following.

Fred then asks "what is the Suit for"

Michael then tells him how he is on TV etc.

The surprise then comes when Fred starts to ask about the color of the studio etc. Finally Fred tells Michael that what he is looking for is look, not a Suit... its an image to present to the public via the TV. The suit is only a part of that process.

Michael then had virtually no say in the Suit and Fred then went about getting an image together for him so he looked right. 

Michael then at the end of this fitting, image making marathon wrote a cheque for around $2,000 for the right image.

Michael tells us in his book he now flies in from all over the world to buy his suits from Fred.

Why is that. How is it he got the bill increased so dramatically and created a loyal follower.?

Because his uniqueness created a Brand within the person. A Brand as defined by Rob Frankel is "a product or service that is so good you would do without rather than not have it" and that is powerful stuff.

How strong is your brand? What can you learn from Fred Aubert?