The best ones are the ones that talk about how happy they were when receiving your goods or services as a gift, or how someone felt giving your goods or services as gifts, but any others that show those goods or services in a positive way will work. The Brand A source of value to the company Why do financial analysts prefer companies with strong brands? If I have a customer looking for computer related services, then I send them off to my brother. Were you ever sitting on the fence about buying something, until you read something on Amazon that sold you?