Secrets of 10 Most-Trusted Brands

8. Forge Connections: Starbucks

Though it once had a dark time, the world’s leading specialty coffee retailer won back its business and its brand identity of bringing people together. "Starbucks has gotten much more in touch with the reason they're here, and that's to help create connections," Stengel said.

The specialty of the company is that it entertains the customers with free Wi-Fi, in-store music, and giving rooms for large groups and meetings. Thus, the company stores are designed to help customers interact. "Go into any Starbucks, and business is happening and people are sharing, and the company understands that. Everything in there is about connection, discovery, inspiration and creation," he said.

"They carved out this dynamic niche with their brand and became very successful, and there's still nobody else like them," Stengel added.

The company has proved that the key to success is to thoroughly understand category norms and competitors' strategies, and determine how to direct those toward your advantage. "If you're an entrepreneur entering a category, maybe you can't set the agenda, but if you can redirect that agenda, that's how you win," Stengel said.

Have a look at the secrets behind the success of the most-trusted American brands.