I love this cartoon from Kathy Sierra's blog, "Creating Passionate Users". It vividly illustrates the reaction brand teams should be shooting for when creating new products and services.
Warning: If you have a thing about swearing at work, please stop. If not, then keep bloody reading.
5-minute workout: if you are working on a new product or service, ask how people will talk about it. Professional, or passionate? If it fails the RFC test, what could you do to re-work it to make it more interesting, distinctive and remarkable?