It's easy to understand why Coca Cola has become a brand after decades of advertising, but how did Starbucks become a brand in a fraction of that time with virtually no advertising? There are some traditional answers -- they have a great product, they have a great experience, or they have great people behind the counter. But other companies have that and haven't become believable brands. In his new book Patrick Hanlon digs into the seven key factors that makes a brand believable.