Staying True to Brand

This week's reading on "The One Thing You Must Get Right When Building a Brand" made me realize the importance of not only building a brand, but staying true to it. Once consumers were convinced that Blendtec's blender worked (it even pulverized an iPad!), they became a marketing tool within themselves, spreading the word about the product through various forms of social media. 

This made me think of ways in which I could stay true to the purpose of the Friend a Farmer Fair Trade Cart and create an environment in which consumers could consistently be reviewing it and giving feedback. I have been looking at similar ventures such as Loveys Lattes, an organic fair trade espresso cart in New York and California but don't see them creating much hype. What is the point of having a website that is not updated and frequented often? http://www.newyorkcoffeeandcompany.com/carts.html  http://www.newyorkcoffeeandcompany.com/carts.html

While the experience I would offer would be more of an interactive one, I'm not sure that it's enough to create a buzz after usage. Since the cart is mobile, I think it would be neat to integrate it into Foursquare or another location based application and create hype around "Where is the Friend a Farmer Fair Trade Cart now?" but the challenge is attracting people to want to know where it is in the first place.