Word of mouth, not ads, made brands like Apple, Harley-Davidson, Starbucks and Krispy Kreme, says marketing coach Randy Martinsen. "Of course, these companies now spend millions on brand recognition, but they all started small," he says. How did these companies use word of mouth? "By having a brand that is rooted in the customers’ wants and needs, and by offering something that is of value again and again. It is more than just the product; it is the product plus the experience. People will tout a product they like, but they will shout from the rooftops about a product that also is an experience."