" When Krispy Kreme opens in a new town, they begin by giving away thousands of donuts. Of course, the people most likely to show up for a free hot donut are those who have heard the legend of Krispy Kreme and are delighted that they’re finally in town. These sneezers are quick to tell their friends, sell their friends, even drag their friends to a store. And that’s where the second phase kicks in. Krispy Kreme is obsessed with dominating the donut conversation. Once they’ve opened their flagship stores in an area, they rush to do deals with gas stations, coffee shops, and delis. The goal? To make it easy for someone to stumble onto the product. They start with people who will drive twenty miles, and finish with people too lazy to cross the street. "

― Seth Godin , Purple Cow: Transform Your Business by Being Remarkable