1) Manufacture a killer product (think: Apple and Google)
2) Have a compelling story [and tell it well] (think: Procter & Gamble, Starbucks and General Mills).
This time, Macy's 2010 Fall campaign "Find your Magic" or "Encuentra tu Magia" in Spanish have included "magical" elements include: dedicated microsite for consumers (www.macys.com/findyourmagic) that offers Fall fashion trends, multimedia and fashion challenges, press release, TV commercial, pictures of their celebrity designers, giftcard online giveaways and in-store fashion events. They have also posted the TV commercial and shared campaign updates and promotions via their social media properties:
TV commercial that is currently currently played in English and Spanish, which features celebrity designers P. Diddy, Jennifer Lopez, Martha Stewart, Rachel Roy, Tommy Hilfiger and Donald Trump